Founded in America in 1960 Domino’s Pizzastarted its operations as a small pizza shop and quickly grew into a popular brand all over the world.

Today, Domino’s Pizza operates in approximately 90 countries. Enter Italy It happened in 2015, which can be considered a recent date.

Domino’s believed it saw a big gap in Italy and dared to enter the homeland of pizza!

The goal of Dominos is fast delivery service It was to introduce it to Italians.

In fact, it draws Italians away from their local pizzerias and delivers them to their door in 30 minutes. Focus on American pizzas he wanted.

To better adapt to the Italian market, the company ferments its dough for a long time By incorporating local flavors into their menus changes made to some recipes.

It added Italian-inspired pizzas such as “Emiliana” and “Mantovana” to the menu. On the other hand, it also keeps options such as the classic American “Cheeseburger Pizza” and “American Party” with fries on the menu. He made no concessions to the American style.

In fact, Domino’s planned to open 850 branches in Italy by 2030. However, this goal would be nothing more than a dream.

In the first phase, in a short time up to 29 branches Even though it gained a little momentum through the

in 2020 Pandemic When this broke out, Domino’s growth plans in Italy suffered a major blow.

When dining in restaurants was banned, local pizzerias in Italy proliferated online food delivery platforms They integrated.

Local restaurants are starting to use applications such as Deliveroo, Glovo and Just Eat, They have started delivering takeaways to homes.

So Domino’s now offers home delivery? It wasn’t the only option.

Why are Italians wondering when they can get local and traditional pizza delivered to their door? imitating their own culture Why would they choose an American pizzeria?

Increasing competition has seriously affected Domino’s performance.

Italians American style pizzas They didn’t find it attractive at all. This situation obviously had consequences for turnover.

Because for Italians, pizza is not just a meal, but a… culture icon That’s why Italians kept their own traditional pizza instead of accepting this foreign style.

Although Domino’s has taken a bold step to enter the pizza capital, this initiative is a challenge for the Italians themselves. dedication to their cultural heritage failed against him.

As a result, Domino’s franchisee in Italy, ePizza SpA, will launch in 2022. file for bankruptcy was found and Domino’s had to cease all its operations in the country.

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