Domino’s Hires Brand Central for Licensing Program

Domino’s, the global pizza brand, has selected global brand licensing agency, Brand Central, as its first exclusive licensing agency to extend its brand into new food and beverage licensing partnerships in the U.S.

Domino’s launched its first pizzeria in 1960 and has since grown into one of the world’s top public restaurant brands with more than 20,700 stores in over 90 markets around the world – with over 6,800 stores in the U.S. alone. (Domino’s sells 3 million pizzas per day globally.) Domino’s pioneered the food delivery business and became known for its convenient service and innovation. 

Under the multiyear agreement, Brand Central will help extend the Domino’s brand into new categories, bringing its flavors and dishes into retail. Expanding the brand into new categories will remind consumers of Domino’s high-quality ingredients featuring a menu for the whole family.

“Domino’s has never been in consumer products licensing, and they own the pizza category,” says Ross Misher, chief executive officer, Brand Central. “There is a lot of opportunity to take this iconic brand and extend it into so many strategic retail products. As a child of the ’80s, I grew up eating Domino’s and still enjoy it today with my kids. With its convenient foods and buzzworthy marketing, the brand is extremely popular with Gen Z and millennials, so it makes sense to extend its craveable flavors beyond the storefront. Domino’s is known for delivering for their customers in a big way and we expect to do the same in building their consumer products program.”

“At Domino’s, we always look to surprise and delight customers,” says Paige Schaefer, director, new product development, Domino’s. “We’re excited to reach and interact with consumers beyond the stores and continue to introduce products inspired by pizza or that make pizza nights happen. In our partnership with Brand Central, we’re looking forward to expanding our footprint and showing why we continue to be the No. 1 pizza company worldwide.”