Domino’s launched a social media scavenger hunt this week asking fans to post photos on Instagram of units still using its old “Domino’s Pizza” logo.
The Ann Arbor, Mich.-based chain rebranded in 2012, which included a new logo, from one that said “Domino’s Pizza,” to just “Domino’s,” with a simple red, white and blue domino tile.
The chain dropped the word “pizza” from its marketing materials to convey the fact that its menu now includes more than just pizza, including chicken, pasta and sandwiches.
This week’s “logo mission,” as the company called it, offered gift cards and free pizza for a year to fans who identified Domino’s locations that haven’t yet updated their signage.
It was a mission many followers chose to accept.
@dominos #logoinformants #sweeps pic.twitter.com/KLzgsH17Sk
— Tim C (@CrowsNest74) February 26, 2015
Old sign still up in Mt. Pleasant MI #LOGOINFORMANTS #SWEEPS pic.twitter.com/UnZdDoZUSq
— Wendy Epple (@wepple48858) February 27, 2015
Fairview Avenue Hudson NY 12534 #logoinformants pic.twitter.com/hWFzNCuD2v
— Michelle Lawton (@MichelleALawton) February 22, 2015
However, some saw the promotion as soliciting consumers to tattle on recalcitrant franchisees.
Others noted that the chain still uses “Domino’s Pizza” on most of its social media channels.
Jenny Fouracre, Domino’s director of public relations, explained that the effort was not an attempt to rat out or shame franchisees into updating their signage.
In fact, the company only rolled out the new sign requirement last year, and locations have been slowly converting as they remodel under the new image, she said.
About 1,000 of Domino’s 5,000 domestic locations have completed the remodel, and the rest of the chain should be complete by the end of 2017. The chain includes about 11,600 units worldwide.
The logo hunt was simply “a way to get consumers to interact with the old brand before it’s gone,” Fouracre said.
Social media channels still use the old “Domino’s Pizza” reference for search engine purposes, she added.
A new commercial also draws attention to the chain’s rebranding and non-pizza offerings, with a promotion for any two for $5.99 each.
Meanwhile, 1,000 logo informants will win a $10 gift card for their sign spotting efforts, and five will be selected at random to win the grand prize of free pizza for a year.
Contact Lisa Jennings at [email protected].
Follow her on Twitter: @livetodineout
