Mission

Today, people are getting more and more withdrawn and detached. They don’t trust each other and they don’t trust the business. Customer expectations have never been lower. Most consumers are content with something passable and quick. They don’t seem to care.

We foster such values as trust and openness. We exceed expectation and bring new experience to customers.

We make pizza to open the world

We are up to make the world more open and we open it up for ourselves.

Font

VAG Rounded light is our brand font.

Observe the font size difference between the titles and the main text. For example, if the text is 12 points, the title should be 65% bigger — which is 19-20 points in this case.

Color

Our colors are white, black, and orange. Orange is the main color identity of the brand. Use orange backgrounds when you announce an important news. White is good for backgrounds and black is perfect for the main text.

ORANGE

Display color

RGB 255 105 0

HEX #FF6900

Печатные цвета

CMYK 0 75 95 0

Pantone 1505 U

Oracal (641/8300/8500 Series) 034 Orange

WHITE

Display color

RGB 255 255 255

HEX #FFFFFF

Печатные цвета

CMYK 0 0 0 0

White

Oracal (641/8300/8500 Series) 010 White

BLACK

Display color

RGB 0 0 0

HEX #000000

Печатные цвета

CMYK 0 0 0 100

Black

Oracal (641/8300/8500 Series) 070 Black

Additional colors

We use additional colors to symbolize our menu items: meet or meet-free products, cold or hot drinks, desserts, and salads.

Meat sides

HEX #ffede0

RGB 255 237 224

CMYK 0 7 9 0

PMS 489 C, tint: 70

Meat free products

HEX #fff7d6

RGB 255 247 214

CMYK 0 0 18 0

PMS 7506 C, tint: 70

Salads and greens

HEX #f4ffd6

RGB 244 255 214

CMYK 5 0 19 0

PMS 7485 C, tint: 70

Desserts and sweets

HEX #ffe0e0

RGB 255 224 224

CMYK 0 14 6 0

PMS 698 C

Cold drinks

HEX #e8f7fc

RGB 232 247 252

CMYK 7 0 1 0

PMS 649 C

Hot drinks

HEX #ebd8c0

RGB 235 216 192

CMYK 7 13 25 0

PMS 726 C, tint: 70

We also use colors to represent menu groups. These colors are meant to emphasise the taste and the mood of the product. For example, we use rose to represent ice-cream or rose-grey to symbolize pasta.

Key Values

Dodo Pizza is a multilayered brand. We have a number of overlapping audience groups, ideas, and interaction contexts. That’s why our message depends on the situation and the values that are relevant to the context. The values, the brand and the tone stay the same.

What’s the idea
What do we do
Who is interested

Taste

What’s the idea

The first concern of a customer about a new restaurant is the taste of food.

Our product is not just pizza taste but the taste remains the primary value that attracts people and makes them return.

Taste is crucial.

What do we do

We bother about ingredients and select the best suppliers. We never cut corners in terms of toppings.

We bother about storage rules and we are ruthless to toppings which don’t comply with our quality requirements.

We bother about dough. We are obsessively selective to dough ingredients and continuously improve our recipe. We do a sudoku puzzle of minutes, second, degrees, and grams. We build supply centers to ensure reliable conditions and maintain consistent dough quality with large production volumes.

We sell pizza that is fresh and hot. Our average delivery time is 34 minutes. Pizza slices from the display at the counter are on sale for 60 minutes. Then we write them off.

We bother about coffee. We select only 100% arabica. We control roasting and storage. We use high-tech coffee machines to make sure everything is OK.

Who is interested

Everybody. Any random person.

What’s the idea
What do we do
Who is interested

Quality

What’s the idea

The product we make is not just pizza.

Delivery and the seats in the dining room are also a part of it. The product also includes the brand as a guarantor of quality.

All these things define sales.

Quality is crucial.

What do we do

Good pizza is the one that is hot and delicious.

Good menu is the one that caters to different tastes and all the items are available.

Good order placing is a user-friendly website and mobile app, minimal amount of steps, convenient payment, and an opportunity to track your order.

Good delivery service is fast, performed by friendly drivers, and doesn’t make mistakes in the order.

Good pizza store is clean and comfortable. It has enough seats for any company size. You meet smart and friendly cashiers who don’t make you wait for too long. And the kids have a place to play.

Standards. All our quality requirements are described by instructions and standards.

Dodo IS provides exhaustive data that allow to act on time, identify problems and find solutions.

Who is interested

All our followers. Those who care.

What’s the idea
What do we do
Who is interested

Openness

What’s the idea

Openness is:

Our philosophy. We think that openness will make the world better. To open up means to trust, believe in people and their good intentions.

Our need. We are not afraid of criticism. We are not phobic or paranoid. We are happy to share.

Our communication style. We don’t conceal fails and share financial details. It endears people make them trust us.

Our quality control. Anyone can come to the kitchenand check if we observe our standards.

Our driver of improvement. Transparency brings us hints insights, and inspirations.

Openness is crucial.

What do we do
Open kitchen

Glass walls. All the process is in plain sight.

Kitchen tours.Anyone can come to the store, put on a gown and a hat and we will show them around the kitchen.

Web-cameras. Anyone can see a live-stream from any store on our website.

Public control

Mystery shoppers. There are no hirelings among them. It’s a secret society which includes thousands of our loyal customers. They are honest and incorruptible.

Inspectors.We select them from our customers and vest with authority.

Ratings. Inspections result in quality ratings that are updated every week. They are available for all partners. And they can they can lose the store if the scores are low.

Transparent business

Director’s day. On this day, store managers and franchisees put on uniforms and help their crew to see the business from the inside.

Live weekly meetings. Every week we live-stream corporate meetings. Head office managers give short presentations about the news, achievements and plans of the company. Everything is available online.

Financial reporting. We openly post our financial results: revenue and costs, gains and losses.

Who is interested

The core of our followers – the Dodo people. And the fan-club of entrepreneurs.

What’s the idea
What do we do
Who is interested

Trust

What’s the idea

For us it’s:

Consciousness of power. We trust people because we are confident of ourselves, our actions, our product, and our beliefs. We are not obsessed with control because we are strong. Wa don’t build walls, we broaden horizons.

Our way to address the world. We are not going to impose standards, we want to make a difference and learn at the same time.

Vision of the future. We are planning a long game. And in the long run, trust is a big asset and competitive advantage.

Trust is crucial.

What do we do
We trust customers

We promise to deliver on time. And the customers decide themselves if we are late or not. We trust their words.

We give a birthday discount without checking ID.

If a guest accidentally spills their coffee, we give them another one for free and won’t ask questions.

If a customer complains, we don’t argue. We appriciate feedback, correct our mistakes.

We trust partners

Our new franchisees get access to all the information without signatures.

We trust partners’ opinion. New formats, unusual situations, new products, and initiatives.

We trust the world

We don’t embellish facts. We admit mistakes. We accept criticism with gratitude.

Who is interested

The Dodo people core in the first place. And, actually, the others too.

What’s the idea
What do we do
Who is interested

Community

What’s the idea

People need openness and trust to bring them together.

We create environment in which people would get less indiferent and withdrawn, more integrated and open to each other.

Community is even more crucial.

What do we do
Product that unites people

People don’t often eat pizza alone. They enjoy it with partners, friends or family.

Place that unites people

Guests usually come to our stores in couples and groups. The atmosphere in the store encourages people to communicate and make friends. Even if don’t socialise, they can just be around nice people.

Brand that unites people

Dodo Pizza is a friendly brand. We are easy-going, curious, and nice. With us, you don’t need to pretend. Just be yourself.

Who is interested

Totally everybody.

Audience

We look at the people who come to our stores, order delivery or communicate with us on the internet. We seem to know quite a lot about them. Dodo people are those who are interested in our story, who follow our news. The rest can be divided into several categories depending on their interest and loyalty.

Dodo people

Dodo Pizza is not just a pizza chain for them. They love and understand us and we love and understand them better than any other company. They often join the company to be be a part of this big story.

They are young and energetic. They are creators and communicators. They want recognition and seek to fulfill their potential. They are knowledgeable in new technologies, curious and socially active.

Profit matters for them but they are more likely to look for an opportunity to earn rather than to economize. Our chain provides them with an escape from routine, encourage them to spend more time on things they like. They need us because they want to share us with others. They appreciate our inventiveness and creativity.

Those who care

This is the largest group. It includes quite different people united by one common feature — they do care. What to eat, where to live, what to do, what to look like and whom to talk to. They care for friends and family. They are not indifferent in the broadest sense of the word.

Students. They are communication fans , they are a bit chaotic but very open-minded and loyal.

They appreciate comfortable atmosphere and independence from adults. They love to be associated with something great and meaningful.

They look for something that is open, associated with youth and easy to get.

Loners. They are quite different people. They usually order pizza as a usual meal when they get bored witha routine diet or they are just too tired to cook.

They prefer things that are not too complicated.

Mature professionals. They are attentive and rational, not very loyal.

They appreciate the taste. They prefer stable menu and predictable service.

What they don’t want is a surprise. Reliability and safety are their highest priorities.

Young couples. They come to the store or order delivery to escape from the routine and give their evening a sense of occasion.

Friendly staff and customer focus appeal to them most.

Families with children. They are positive, unfocused, demanding and loyal. They usually come to escape from the Hedgehound Day, and the anxiety of the week days.

They appreciate comfortable atmosphere, safety and an opportunity to relax.

Retired people with grandchildren. Attentive, demanding, not very loyal.

With them, we use our most clear and simple language. We are friendly and honest.

Will the bird fly?

From the very start our story has been followed by thousands of young managers and entrepreneurs. They don’t necessarily order our pizza. They may even live in towns where Dodo Pizza hasn’t opened yet. However, they know about us and they are interested in our story.

A fan club of entrepreneurs. No matter they like us or mock, they love to discuss us in bars and kitchens.

It’s important for them that we keep our word and remain open.

Tone of voice

Our character and values find embodiment in words, intonation and the right combination of frankness, honesty and care. Tone of voice reflects our culture uniting all contact points from TV ads and social media posts to communication with a cashier or delivery driver.

Intonation

We avoid formal talks but keep a respectful distance.

At any contact point we are open and easy to understand. We are proud of our product but we don’t boast. Good quality speaks for itself.

We respect our customers and trust them.

We love jokes and we like laughing at ourselves because humour brings people together. But we always think ahead and try not to hurt feelings.

Language

Our language is the most simple and comprehensible. It can explain anything to anybody from a five-year old kid to an eighty-year old lady. We tend to simplify things, not complicated them. And we avoid extremes. We watch our language and treat customers with the most respect. We like using modern words if they help express the idea better but we never cross the line of familiarity or vulgarity. Neither in texts nor in visual design.

Not Dodo
Dodo
Not Dodo

Dear Mr Ivanov! Let us notify you that the funds of 20,000 rubles, 00 kopecks have been transferred on your account. We ask you to address your local bank branch to receive the transfer.

Dodo

Hello, Igor! Imagine your account is a pocket on your jacket. Have a look inside. Bingo! 500 Dodo-points. It’s your reward for your response on the survey. Have a nice day! :)

Not Dodo
Dodo
Not Dodo

Enjoy our new fascinating coffee blend made of exclusive arabica beans. You will feel this tempting intensive taste that will fill you with energy for the entire day.

Dodo

Taste our new coffee! We have changed the blend and roasting. It has made the taste and the aroma more intensive and much more delicious. Would you like one? Welcome to our store.

Not Dodo
Dodo
Not Dodo

A new Dodo Pizza restaurant is opening its doors for dear guests. Indulge yourself in the comfort of sofas and tables made of natural materials.

On our menu you will see delicious traditional pizza with fluffy crust, various sides, light dodsters, hot and cold drinks. Right in the city center, 300 metres from Lenin square.

Dodo

We are open! Hurrah! There is a new Dodo Pizza store right in the city center. It’s a family place with a playroom for kids.

Our menu includes salads, desserts, sides, and drinks. And - of course - pizza. Hot, fluffy with a crusty edge. Straight from the oven.

Not Dodo
Dodo
Not Dodo

What the heck is going on! Get out of here or I’ll call the police.

Dodo

Could you stop making so much noise? You disturb other guests. If you don’t, I will have to call the security.

Not Dodo
Dodo
Not Dodo

Sup, dude! Wanna grub? Call us, we’ll get it for you in less than an hour. Yeah!

Dodo

Hello, friends. Do you need a quick pizza delivery. That’s us. Our driver will be at your door in less than an hour.

Not Dodo
Dodo
Not Dodo

Have you checked out our new mind-blowing pizza?

Dodo

Have you tried our new pizza yet?

Not Dodo
Dodo
Not Dodo
Dodo
Not Dodo
Dodo
Not Dodo
Not Dodo

Communication with customers always has a goal. Our tone and language let us meet this goal in the clearest manner. If we cannot describe it with our language, this goal is off our values.

Feedback is the best indicator of how the tone works. It’s a common truth that people tend to imitate the tone of those they like. If our customers start to imitate our language and tone, it means our communication is a success.

Character

Young, open-minded, curious, inventive, bright, cheerful, energetic, enthusiastic, reliable, advanced, ambitious, adventurous, trusting.

Open-minded. We don’t pretend, don’t hide our thoughts, actions or failures. We are always open for a dialogue and appreciate feedback. We dislike hypocrisy. That is why we are straightforward and honest. And at the same time nice and friendly.

Young, but not infantile or childish. We are young and will stay young forever. Even after years we remain flexible, energetic, and ready to change the world.

Enthusiastic. We get pleasure from everything we do. Even the toughest challenges bring us delight because they give us an opportunity to change the world.

Curious. We are like kids. We want to know how the world is designed. “Why” is our favourite question. Nothing seems boring to us.

Inventive. We can find an unconventional way out from any situation. Life seems so amazing and versatile to us that we often offer solutions that most people would never think of.

Trusting, but not silly. We may be naive in our belief that people are good, the future is great, and an open company can be successful. And we will keep on believing until life proves the opposite.

Bright. We prefer bright colours. We love to be noticed to catch the eye. We are bright but we are not vulgar.

Drawings

In drawings we stick to a uniform recognisable style. It appears in lines proportions and the mood.

We often picture people. They are random characters without a particular story. Nevertheless, they are definitely characteristic of our key audience. They are friendly, open and curious. These are not very detailed drawings and the characters often don’t have faces. However, particular significant features are carefully selected. Such as clothes, hairstyles, and accessory.

Sometimes we picture products or brand elements — pizzas, boxes, stickers or uniform. They are drawn in quite a casual manner but they are definitely recognisable.

The background is usually white or consists of a light pattern. We use only brand colors. The outline is black, the colors are white and orange.

Here are the key features of our drawings:

No
Yes

Shape

Too sharp angles, too round curves

Uneven, shivering lines

Smooth and gentle, reasonable tense lines

No
Yes

Outline

Lines of variable width

Frequent breaks

Uneven, shivering lines

Even lines of a regular width

Rare breaks

No
Yes

Flecks and light spots

Decorative, uneven, exaggerated

Aligned with the light, accurate, straight

No
Yes

Fill

Shadows, gradient, hatch, absence of outline

One color, with rare variation aligned with the light

No
Yes

Proportions

Cartoon-like, geometric, realistic

Close to realistic, long limbs

No
Yes

Heads

Sketchy, geometric, simplistic

Absent: eyes, nose, mouth

Casual head outlines with hairstyles

Present: ears, beard, glasses, hats and accessory

No
Yes

Angles

Sharp angles

Isometry

Front look

Culture

Dodo Pizza possesses a strong corporate culture. Thanks to transparency, all the staff clearly see their goals. They know for sure what they need to achieve. As a rule, people who join the company are very inspired and commited to the corporate values and spirit.

People

We appreciate enthusiasm more than experience. We believe that good products are made by happy people. That is why we provide our staff with training, give them ample opportunities for growth and ensure environment of mutual support and integrity.

Staff portraits:

Practical pragmatists. They are people who look for steady income. Payroll is crucial for them. Their motivation is a tangible result that is recognized and appreciated by the company. We offer them a transparent system payment and opportunities for growth.

Family people. They have obligations, that is why they appreciate stability and confidence in the future. We offer them predictable income — they always know how many hours they need to get the required wages. We have flexible hours — their work does not have to interfere with your private life. They can always find a job closer to their homes to enjoy more time with the family.

Ambitious individuals. Such people are determined to build an extraordinary career. Their are driven by opportunities to grow quickly and reach professional success. With us, they get a true chance to run a store, acquire new skills and win recognition. We offer equal opportunities for anyone. Coming to Dodo Pizza anyone can study at online courses, gain experience and build a career in an international company.

Romanic dreamers. They don’t always imagine what they would like to be when they grow up but they are full of enthusiasm and inspiration. The often move horizontally changing fields and looking for a better application. What matters for them is comfortable working conditions and an opportunity to prove themselves

Style guide

These rules apply to all interior texts and articles.

No
Yes

The brand name — Dodo Pizza — should be used without quotation marks.

Both words should should be capitalized.

No

We work at “Dodo pizza”

Yes

We work at Dodo Pizza

When addressing the audience use We

Our customers in stores should be called guests.

No

I’ll try to help you

Customers love our coffee

Yes

We’ll try to help you

Our guests love our coffee

No
Yes
No

Capitalize product and holiday names and names of organisations. No quotation marks.

Yes

We have improved “ranch pizza”

Merry christmas!

We have improved Ranch pizza

Merry Christmas!

Avoid using strong words like “wrong”, “forbidden”, etc.

No

Tearing lettuce leaves with hands is forbidden.

Yes

Don’t tear lettuce leaves with hands.

No
Yes

Use Emoji only in social media

They shouldn’t substitute words.

They can’t be used as list markers

Use no more than three in a row

Or better yet don’t use them at all

No

🎉🎉🎉 Try our new Pepperoni 🍕 with jalapeno! 💣💥 It contains:

📌 Pepperoni

📌 Marinara sauce

📌 Mozzarella

📌 Oregano 🙌

Yes

Try our new Pepperoni with jalapeno! It contains pepperoni, marinara sauce, mozzarella, and oregano.

Marketing in social media

Social media are one of the key channels of our interaction with customers. We should keep in mind that you can delete a comment but you can’t delete a screenshot. It means that an evidence of our indifferent or crass response may stay in the net forever.

The main arenas of our SMM game are Vkontakte and Instagram. We also contact the public on Facebook and Odnoklassniki. The audience is pretty different there and the content should differ too.

Content

No
Yes

Pictures of proper quality: light and clear.

No

Yes

No promotion of bad habits.

No

Yes

No
Yes

No sectual images.

No

Yes

Attach the logo only to those pictures that we have the rights for.

No

Yes

We don’t brand all visual content automatically. Don’t attache the logo if there is a branded object in the picture.

No
Yes
No
Yes

No mockups on Instagram — only live pictures and video.

No

Yes

Topics, occasions, cooperation

No
Yes

Topics

No

Politics, sex, violence, criminality, social issues, religion

Abusing jokes

Yes

Any other

Content

No

Violations of brand style

Unadapted memes

Yes

Images, photos, stories, and video

Cooperation

No

Alcohol shops/bars

Hookah/vape shops/bars, tobacco shops

Night clubs

Sport centers with questionable reputation

Financial, legal services

Competitors

Yes

Children development communities

Valanteer projects

Sport ceners with good reputation

Activity centers (trampooling, climbing, swimming pools, paintbal, etc.)

Cultural centers (theatres, cinemas, exibitions)

It doesn’t mean we cannot leave our menus in bars and deliver orders there. It means we will not advertise bars or hookah shops on our pages or do marketing together.

No
Yes

Occasions

No

Religious holidays, except for Christmass or Easter

Events of limited audience (Perun day)

Alcoholic holidays (Beer day)

Military holidays (Navy day)

Days of mourning

Yes

Occasions associated with pizza

Serious or not serious events, inside events

Users content

No

Yes

We encourage our guest to create content about Dodo Pizza. Ask permition to publish every piece of content produced by users. Address the owner by via social media message from behalf of the page. The answer received there is enough to authorise the publication.

If the user’s content doesn’t meet the brand style, adapt it.