Domino’s abandons the offer to take a slice of the Italian market

Pizza chain Domino’s has always faced an uphill task trying to sell its American-style pies to fans in Italy, the home of the famous dish.

So the news that the chain has given up and is closing its remaining 29 outlets in the country was greeted with a huge ‘so what? in Rome earlier this week.

To traditional Italians, Domino’s was scorned for its Hawaiian pizza, a pineapple-topped margarita, and attempts to persuade locals to eat bacon and chicken or even hamburger pizzas failed miserably.

“Did they want to take pizza to the place where it was invented!?” Rome resident Franco Gherardi said.

Others were unaware that Domino’s had ever existed in the country.

“What it is?” Jessica Zappone said when she was asked about Domino’s.

“There was no point in opening it,” Florence resident Samuele Lacucci told Reuters.

“It’s like if I went to England and made fish and chips, it doesn’t make sense, it’s like if I went to China to open a Chinese restaurant.”

The fast-food giant landed in Italy in 2015 with a deal with national restaurant franchise company ePizza, but local restaurants operated a more sophisticated delivery system during the Covid lockdown and Domino’s lost out.

Domino’s Italian operations have also faced some financial problems over the years and at the end of 2020 the company was €10.6 million in debt.

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