In 2015 Domino's opened their first Italy location in Milan. It wouldn't even be 10 years later though before they would be looking to close up their operations. For some Italians they say it just didn't make sense for Domino's to try and enter the pizza market in the region.
Over the entire world market Domino's had seen over $17 billion worth of pizza sales last year. Over $8 billion in pizza sales is coming from the US and this means about half of their market is coming from US sales alone, with the rest from international markets.
Billions of pizzas are sold each year around the world but perhaps we shouldn't have expected customers in Italy to be drawn to something like Domino's when they've been able to access something you might say is much better, like authentic Italian pizza.
Domino's was looking to establish its own space in the Italian market which is already flooded with a high level of pizza competition.
Around Italy today you can find tens of thousands of different pizza shops, pizza recipes like the Margherita, Marinara, Prosciutto e funghi, and Capricciosa, are among some of the most popular options.
According to one recent poll asking Italians what they think some of the worst things are that you can do to Italian food, one of the top options was putting pineapple on pizza.
Seems the pizza variety at Domino's wasn't enough to satisfy the market in Italy, they couldn't compete with what else was being offered there, and they have closed the last of their remaining locations that they had in the region.
pics:
pixabay
sources:
https://www.prnewswire.com/news-releases/dominos-pizza-announces-fourth-quarter-and-fiscal-2021-financial-results-301492197.html
https://www.timeout.com/news/here-are-all-the-worst-things-you-can-do-to-italian-food-according-to-a-poll-of-italians-020822
https://www.theguardian.com/world/2022/aug/10/dominos-retreats-from-italy-having-failed-to-conquer-the-home-of-the-pizza