By Gary Symons
TLL Editor in Chief
Top global pizza brand Domino’s has selected Brand Central LLC as its first ever exclusive licensing agency for the United States market.
Brand Central is not only a TLL Top 5 global licensing agency, but is also one of the Big Three when it comes to food and beverage licensing. It will now partner with Domino’s to extend the legendary pizza brand into new food and beverage licensing partnerships in the US.
So, how big is Domino’s?
The company launched its first pizzeria in 1960, and over the last 64 years has opened a staggering 20,700 pizza shops in more than 90 global markets, with 6,800 in the US alone, selling 3 million pizzas per day. That’s a lot of dough, both literally and figuratively. In fact, Domino’s boasted global retail sales of over $18.5 billion for the trailing four quarters, ending March 24, 2024.
Most people don’t know this, but Domino’s also pioneered the food delivery business, establishing an ironclad reputation for convenient service and innovation.
Under the multi-year agreement, Brand Central will help extend the Domino’s brand into new categories, bringing their iconic flavors and dishes into retail. Brand Central CEO Ross Misher says expanding the brand into new categories will remind consumers of Domino’s high-quality ingredients, and featuring a menu the whole family loves.
“Domino’s has never been in consumer products licensing, and they OWN the pizza category,” Misher says. “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 ‘80’s, I grew up eating Domino’s and still enjoy it today with my kids,” Misher adds. “With its convenient foods and buzz worthy marketing, the brand is extremely popular with Gen Z and millennials, so it makes sense to extend its craveable flavors beyond the storefront.”
Paige Schaefer, Director of New Product Development at Domino’s, says the company is excited to be taking this big step into the grocery aisles with the experienced and innovative team at Brand Central.
Brand Central Stirring Up Success in Food and Beverage Licensing
”At Domino’s, we always look to surprise and delight customers,” Schaefer says. “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 #1 pizza company worldwide.”
Brand Central will be hosting meetings at the Licensing Expo (May 21–23) in Las Vegas to discuss Domino’s licensing opportunities, and Misher says he’s confident that what happens in Vegas, doesn’t stay in Vegas.
“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!,” Misher says.