The global pizza giant Domino’s has pulled out of Italy, and the reason is certainly not what you would expect
Anyone who has ever visited Italy knows about the food. The food is one of the intrinsic parts of the Italian experience – both for locals and visitors. And, when it comes to food, pizza and pasta are quintessential elements when one thinks of Italy (the invention of pizza is credited to the city of Naples). In fact, both these foods are synonymous with Italy anywhere in the world.
In Italy, a slice of pizza is one of the easiest ways to get a bite of the food scene, and every pizzeria has its own recipes and flavours. Which is why the idea that an international pizza giant such as Domino’s would bother to make its presence felt in the home of pizza seems rather strange.
And, yet, Domino’s did get into Italy in 2015 and set up across the country. Now, less than a decade later, the company has exited the birthplace of pizza. In all, 29 outlets in Italy are now closed.
However, the company’s pull-out from Italy is not, as one might expect, because the locals have been overly particular about their slices (which they are); it is more because of rising competition from other services for pizza delivery.
ePizza, the company that Domino’s had entered into a franchise agreement with in Italy, released a statement to explain a little more about Domino’s decision to leave the country: “We attribute the issue to the significantly increased level of competition in the food delivery market with both organised chains and ‘mom and pop’ restaurants delivering food, to service and restaurants reopening post pandemic and consumers out and about with revenge spending.”
Domino’s Instagram account for Italy – @dominos_italia – has been flooded with condolences and shared RIPs after the pull-out.
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