• Domino’s unveiled its brand refresh on Wednesday, featuring a new slogan, jingle, and packaging.
• The overhaul, more than 20 months in the making, is Domino’s first brand refresh in 13 years.
• Domino’s CMO told Business Insider the changes come from a place of strength compared to other brands.

Thirteen years after its last brand update, Domino’s Pizza is proving that even a category leader can’t afford to coast.

Domino’s, the world’s largest pizza chain by annual sales and stores, unveiled a rebrand on Wednesday.

CMO Kate Trumbull told Business Insider that the refresh — 20 months in the making and complete with a new logo, jingle, and packaging — reflects a philosophy she sums up simply: “There’s risk in doing nothing.”

“Some brands have to do these things when they’re struggling, and we wanted to launch a refresh from a place of strength,” Trumbull said. “There is risk, certainly, to doing anything, but there’s a lot of risk to doing nothing. And I think if you’re stuck or refusing to change because you’re in a place of fear, I don’t think you’ll innovate.”

Domino’s new look features a new font and brighter red and blue colors on its packaging, a jingle, “Dommmino’s,” recorded by hip-hop star Shaboozey, and new gear for in-store employees to wear.

The company understands the risks of a massive aesthetic overhaul and is learning from the lessons of failed initiatives from other brands, Trumbull said. That means Domino’s is rolling out its changes after conducting extensive market research. It plans to announce further changes — such as store refreshes or new menu items — after gauging the success of the initial launch.

Domino’s said its initial market research found customers preferred the refreshed branding over its existing look, and that the rebrand significantly improved consumers’ perceptions of the brand as more vibrant, bold, fun, playful, and modern.

“In terms of changing our stores right now, our plan is to have this refresh inspire our future,” Trumbull said. “There’ll be a lot more to come in the coming months, both here in the US and globally, but we didn’t want to hold it back any longer.”

Jean-Pierre Lacroix, president of the strategic design agency, Shikatani Lacroix Design, told Business Insider that Domino’s brand transformation amplifies its personality and “emotional connection with customers.”

“Ordering a pizza is a positive experience; it should be a celebration,” Lacroix said. “And what do you do when you celebrate? Well, you want bright colors, it’s bold, it’s playful, and they created a scene that talks to the ultimate benefit of ordering a pizza: this idea of tasting great, the idea of treating yourself.”

Domino’s stock remained relatively flat on Wednesday after the announcement of the rebrand, with a slight uptick in after-hours trading.

• Alibaba’s Joe Tsai says the AI race isn’t winner-takes-all but a “long marathon.”
• Tsai said the US should prioritize adoption over massive spending.
• Instead of spending billions on AI, China focuses on rapid integration in everyday tech.

Alibaba chairman Joe Tsai said AI isn’t a winner-take-all competition.

Tsai said at the All-In Summit 2025 in September, a recording of which was posted on Wednesday, that “when it comes to AI, there’s no such thing as winning the race.”

“It’s a long marathon,” he added.

Tsai said the AI race isn’t about who builds the biggest or most powerful model — it’s about who can deploy AI faster.

“Every week there’s a model that’s leading, but then the next week another model overtakes them,” Tsai said. “My definition of winning, you know, is not who comes up with the strongest AI model, but who can adopt it faster,” he added.

He said the US should focus more on the adoption and diffusion of AI instead of spending billions on developing larger models.

Tsai highlighted China as an example of faster adoption. He said companies are embracing open-source and smaller models that are optimized for real-world use, such as on mobile devices and laptops.

“I’m not saying China technologically is winning in the model war,” Tsai said. “But in terms of the actual application and also people benefiting from AI, it has made a lot of development.”

“You want AI to proliferate,” he added.

Alibaba declined to comment.

US and China AI strategy

US tech companies have been spending billions of dollars to stay ahead in the AI race.

Executives at Meta say they expect to spend $600 billion on AI infrastructure, including massive data centers, through 2028. OpenAI and Oracle have announced plans to put $500 billion into a data center project dubbed Stargate.

Meanwhile, China’s AI play is all about lean, efficient models — cheaper, lighter, easier to deploy.

DeepSeek’s R1 model, which shook up the AI industry and the US stock market earlier this year, rivals top competitors but, according to the company, it was built at a fraction of the cost.

Instead of trying to outbuild leading players like OpenAI, China focuses on rolling out AI across everyday tech at breakneck speed, Ray Wang, the research director for semiconductors and emerging technology at Futurum Group, told Business Insider in April.

That rapid integration could prove just as crucial as model quality in determining a country’s overall competitiveness in AI, Wang said.

• Cerebras CEO Andrew Feldman said China is ahead of the US on AI-related energy projects.
• Feldman said that the US needs the federal government to do more to support AI.
• He said that one starting point could be a 5-year moratorium on state and local AI regulations.

China’s centralized government is giving Beijing a leg up in a key part of the artificial intelligence race, according to the CEO of Cerebras.

“Our decentralized form of government has left us with sort of a patchwork of power infrastructures where even if the federal government wants to support you, their local regulations like at the city and county level of towns that can interfere with a project and set a project back, billions of dollars,” Andrew Feldman said during a recent appearance on Harry Stebbings’ 20VC podcast.

In an interview with Business Insider, Feldman expanded on his view that local regulations are holding back major AI-related infrastructure projects like energy production.

“I think they have been able to, at a national level, stand up vast amounts of power, and they’ve done it by building massive dams, by burning coal, by doubling down on solar,” the CEO said. “But they have put together an extraordinary power infrastructure, and I think the plan benefited from some form of central decision-making.”

Feldman said the US shouldn’t try to simply steal China’s playbook, but rather find better ways to support AI investments through the existing system.

“We have a fragmented political system, but there is no reason why we should have local ordinances interfering with the development of power projects, with the development of data centers, the very sort of things that power big AI deployments,” he said. “There’s no reason we should have a patchwork of AI regulations, meaning that each company, like Cerebras or OpenAI, has to think differently in each state; that’s just a tax on innovation.”

Feldman said a moratorium on state-level AI laws, similar to the one Sen. Ted Cruz pushed unsuccessfully earlier this year, would be a good step. Cruz’s initial policy, which was ultimately stripped out of President Donald Trump’s “One Bill Beautiful Bill,” would have blocked state and local AI laws for a decade.

“I think maybe a 5-year moratorium would be a nice starting point with an option to renew on five,” Feldman said. “I think industry is moving fast; this market is moving unbelievably quickly. I think we should do things that advantage our AI companies, both large and small. I don’t think it’s enough to advantage just the largest.”

As a chipmaker, Cerebras is in the thick of the AI race. Unlike Nvidia, which dominates the GPU market, Cerebras makes massive chips specifically designed for AI, roughly the size of a dinner plate. The company had planned to go public, but last week formally filed to withdraw its IPO. Feldman has said that Cerebras still intends to go public but wants to update its filing.

“Given that the business has improved in meaningful ways we decided to withdraw so that we can re-file with updated financials, strategy information including our approach to the rapidly changing AI landscape,” he wrote on LinkedIn on Sunday.

Feldman doesn’t see the US gaining ground in the AI race by making China more reliant on an American tech stack, a view that conflicts with the likes of Nvidia CEO Jensen Huang. Huang is trying to get the Trump administration to sign off on approval for Nvidia to sell more advanced chips to Chinese companies.

Instead, Feldman would like to see the US do more to incentivize European allies, along with Qatar, the United Arab Emirates, and Saudi Arabia.

“I think there is a much richer debate to be had whether we should be selling them down rev technologies and that may or may not be the right thing to do, but we should absolutely not sell our absolute best to a political adversary,” Feldman said.