Domino’s Pizza Singapore has unveiled a refreshed brand identity centred on a new platform, “Unbox your cravings”, as it looks to sharpen its positioning around spontaneous, everyday indulgence.
The refreshed identity is built on the idea that cravings should not be delayed or rationalised, but acted on in the moment, whether during late-night study sessions, gaming marathons or binge-watching.
In conversation with MARKETING-INTERACTIVE, Nicholas Pang, country manager of Domino’s Pizza Singapore said “Unbox your cravings” is built on a simple truth that cravings don’t wait.
“They show up unexpectedly and demand your attention. We encourage people to embrace these cravings and indulge without hesitation. When a craving calls, it deserves to be answered immediately,” he added.
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As part of the repositioning, the brand is also rolling out a bolder packaging redesign, extending the “Unbox your cravings” idea across its physical ordering experience.
“Domino’s has always been known as a digital-first delivery platform providing great value, and that remains core to who we are,” said Pang. “‘Unbox your cravings’ adds another dimension, it’s about being present meaningfully in everyday moments when cravings strike. The new visual identity brings that to life across every touchpoint, from packaging to app to delivery.”
Alongside the brand refresh, Domino’s Pizza Singapore is introducing “Thick crunch pizza”, its first-ever rectangular pizza inspired by Detroit-style formats. The format was chosen for its growing popularity among consumers seeking more indulgent, texturally complex pizzas.
The new product is also its first pizza designed to fully fill the box, removing empty space as part of a more immersive “unboxing” experience. While a small detail, the rectangular shape makes a big difference when consumers open the box.
The range launches in three variants. The Thick crunch mac & cheese pizza combines cheddar cheese sauce, mozzarella and creamy mac & cheese on a thick base. Meanwhile, the Thick crunch aloha salsa chicken pizza pairs pineapple chunks, shredded chicken and salsa drizzle over Domino’s signature sauce. Finally, the Thick crunch cheesy beef pepperoni pizza features cheddar cheese sauce, mozzarella and beef pepperoni for a more savoury profile.
Thick crunch pizza will be available from 2 June 2026 for a limited time, priced from SG$19.95, across dine-in, delivery and self-pickup channels via the Domino’s app, website and stores. To support the launch, the brand is also rolling out a range of promotions, including combo meals.
On marketing strategy, Pang said social media will play a central role in driving awareness and demand by tapping into moments of distraction and entertainment that often trigger cravings. The brand’s strategy is also to meet audiences in moments where they are gaming, working or scrolling late at night too.
Success for the campaign will go beyond visibility, focusing instead on deeper engagement and long-term brand relevance.
“You don’t need a reason to enjoy what you crave. ‘Unbox your cravings’ reflects those everyday moments when cravings come naturally, encouraging people to act on them and break away from the idea that indulgence needs an occasion. With the Thick Crunch pizzas, we’re staying true to who we are while continuing to innovate in line with evolving consumer preferences,” said Pang.
The move builds on Domino’s broader global brand evolution. Last year, Domino’s Pizza unveiled its first brand refresh in 13 years, aimed at making every touchpoint, from packaging to music, more craveable and reinforcing relevance in an increasingly experience-led food market.
The update introduced a more playful visual identity, including a new “Domino’s Sans” typeface, bolder packaging and the name-bending “Dommmino’s” audio jingle voiced by five-time Grammy-nominated artist Shaboozey.
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