The Origin of Dominoes
Dominoes, the game that involves matching tiles with different numbers of spots, has been around for centuries. It is believed to have originated in China during the 12th century. The Chinese called it “duòmén,” which translates to “shuffle the door,” referring to the sound made when the tiles are shuffled together. This ancient game quickly spread to other parts of the world and gained popularity in Europe during the 18th century.
Pizza’s Passage to Popularity
Pizza, on the other hand, has a much more recent history. It dates back to the late 19th century in Naples, Italy, where it was often consumed by the working class as a cheap and convenient meal. It wasn’t until the early 20th century that Italian immigrants brought pizza to the United States. Initially, pizza was mostly limited to Italian communities. However, it gained wider popularity after World War II when American soldiers stationed in Italy developed a taste for it and brought it back home.
The Association Is Born
So, how did the association between pizza and dominoes come about? The answer lies in the marketing strategies of a popular pizza chain called Domino’s. Founded in 1960, Domino’s Pizza initially had a different name – DomiNick’s. It was renamed Domino’s in 1965, inspired by the owner’s love for the game of dominoes.
In the early years of the company, Domino’s Pizza focused on quick delivery and takeout options, differentiating itself from other pizza chains. To reinforce this concept of speed and efficiency, the company adopted the dominoes theme throughout its branding and advertising strategies. The logo featured a domino tile, and the company slogan became “Get the Door. It’s Domino’s.”
Dominoes as a Symbol
Using dominoes as a symbol helped Domino’s Pizza establish a strong brand identity and create a memorable association in the minds of consumers. The game of dominoes is often associated with fun, sociability, and friendly competition. Its recognizable tiles, with their characteristic black dots, became a visual representation of the brand.
Over the years, Domino’s Pizza has continued to reinforce this association through various marketing campaigns. The brand often uses dominoes as visual elements in their advertisements, packaging, and store decor. This consistent branding strategy has helped solidify the link between dominoes and pizza in popular culture.
The Power of Association
Associations play a significant role in marketing and branding. When two things become intertwined in people’s minds, it creates a powerful connection that can influence their choices and behaviors. In the case of dominoes and pizza, the association has become so strong that it is now commonly assumed that the two are intrinsically linked.
While the original reason for associating dominoes with pizza was a branding decision made by Domino’s Pizza, the connection has expanded beyond that specific brand. Today, many pizza restaurants and delivery services use the imagery of dominoes in their logos, packaging, and advertising. This serves as a nod to the established association between dominoes and pizza, further reinforcing the idea in consumers’ minds.
In conclusion, the association between dominoes and pizza was born out of the marketing strategies of Domino’s Pizza. By adopting the concept of speed and efficiency represented by the game of dominoes, the company created a strong brand identity and linked the two in the minds of consumers. This association has since been reinforced through consistent branding efforts and has become widely accepted in popular culture.
