Kilts are Now the Official Delivery Uniform of Domino's in Scotland
Laura McQuarrie — April 28, 2017 — Marketing
References: corporate.dominos & adweek
In Scotland, pizza restaurant chain Domino's is now introducing a new delivery uniform for employees that features a tartan with the brand's colors.
The introduction of these kilt uniforms and the brand's official new tartan are helping to celebrate the opening of a new Domino's location in Glasgow. For the stunt, Domino's commissioned a local designer to create a special Domino's tartan with a pattern in red, white and blue. The new tartan from Domino's has been officially added to the Scottish Register of Tartans. The idea began by polling Domino's Scottish staff, 67% of which said that they would wear a kilt to work, and 12% of which already have.
Alongside the introduction of its new tartan and kilt uniforms, Domino's is also introducing a limited-edition 'Scots Favourite Pizza Legend' to the menu, which includes the country's favorite pizza toppings.
The introduction of these kilt uniforms and the brand's official new tartan are helping to celebrate the opening of a new Domino's location in Glasgow. For the stunt, Domino's commissioned a local designer to create a special Domino's tartan with a pattern in red, white and blue. The new tartan from Domino's has been officially added to the Scottish Register of Tartans. The idea began by polling Domino's Scottish staff, 67% of which said that they would wear a kilt to work, and 12% of which already have.
Alongside the introduction of its new tartan and kilt uniforms, Domino's is also introducing a limited-edition 'Scots Favourite Pizza Legend' to the menu, which includes the country's favorite pizza toppings.
Trend Themes
1. Kilt Uniforms - The adoption of kilt uniforms by Domino's in Scotland presents an opportunity for other businesses to explore unique and culturally relevant uniform options.
2. Branded Tartans - The creation and registration of a branded tartan by Domino's showcases the potential for brands to develop their own distinctive patterns and fabrics.
3. Localized Menu Offerings - The introduction of a 'Scots Favourite Pizza Legend' by Domino's highlights the trend of catering to regional preferences and creating localized menu options.
Industry Implications
1. Fast Food - Fast food chains can explore innovative uniform designs, like kilt uniforms, to enhance brand identity and appeal to local communities.
2. Fashion - The concept of branded tartans opens up opportunities for the fashion industry to incorporate unique and culturally significant patterns into their designs.
3. Food Service - The trend of localized menu offerings provides food service providers with the chance to attract and cater to specific regional tastes and preferences.
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