The Domino's Pizza chain closed all its branches in Italy, after coming to the conclusion at a good time that the diners of the land of the boot prefer, no offense, local pizza.
Not that we have a problem with industrialized American-style pizza, which can certainly close a corner from time to time, but selling pizza to Italians is no smarter than selling ice to Eskimos, and Domino's learned this the hard way.
Domino's Pizza only entered the Italian market in 2015, and its vision was to open about 800 branches in the country by 2030 backed by an efficient delivery system and "American" toppings such as pineapple.
"There is a lot of pizza here, but there are not many pizza deliveries," said the CEO of the chain at the time, but in reality only about thirty branches were established in Italy.
The corona virus did not help the chain's development either, and the local franchisees ran into financial difficulties.
On the other hand, local pizzeria owners raised their own delivery systems, which sent hot and authentic Italian pizzas even during the closure periods.
The fact that the local pizzas were cheaper than Domino's didn't improve the situation either.
The snowball continued to roll, the initial little curiosity faded, the debts swelled, and on July 29, Domino's Italia ceased operating its delivery service.
Yesterday, it was reported, the 13 branches of the chain that survived the corona virus closed their doors for good, and it is hard to say that the writing was not written on the wall.
In tomato sauce of course.
Still, one should not feel sorry for Domino's, as it is still the largest pizzeria chain in the world, with approximately 18,500 branches in at least 90 countries.
The withdrawal from Italy may not be pleasant and even a little embarrassing, but it is likely that the brand will survive.
If you ever feel you're being outrageously over-confident about something, just remember that Dominos thought they'd be able to justify opening 880 stores in Italy.
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— Damon (@damonspencer) August 9, 2022 Were we wrong?
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