That is why the American pizza chain Domino’s is leaving Italy

Emily Elkonin/Bloomberg via Getty Images

Domino’s is closing its last location in Italy after seven years, Bloomberg reports.

The pizza company once planned to open about 880 stores in Italy by 2030.

Increasing competition for food supply has been cited as a reason for the closure of the food supply.

Domino’s tried to sell American-style pizza to Italians and didn’t go far. The American pizza company has pulled out of Italy and closed the last of its 29 branches, Bloomberg news agency reported.

The first Domino’s in Italy opened in 2015. The company hopes to differentiate itself from the competition by doing two things. First, the pizzas arrived.

Former CEO Patrick Doyle In 2014, Italians didn’t have many options for home delivery of pizza, so there’s still hope for a unique American pizza chain, he said. “There’s a lot of pizza out there, but not a lot of pizza delivery services,” Doyle said. “So there may still be a chance.”

When Domino’s first opened a store in Milan, Alessandro Lazzaroni, who led the brand’s business in the country, said: “We also use Domino’s excellent technology, which can perform like no other online delivery service. In this way we bring to Italians what they are completely missing: excellent local pizza, served quickly and at home and can be ordered online in a few clicks and at a very competitive price.

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Domino’s Italian menu features American-style pizzas

A second selling point of the brand in Italy should be the American palate for pizza combined with the Italian pizza tradition.

“We use a recipe that we developed using local wheat,” Lazzaroni said at the Domino’s opening in Milan. “Everything else is Italian. We source all our products from Italian manufacturers. Starting from the original pizza recipe, we have developed our own recipe using Italian products such as 100% tomato sauce and mozzarella and products such as Prosciutto di Parma, Gorgonzola, Grana Padano and Mozzarella di Bufala Campana.

The Domino’s Italian menu features American-style pizzas such as cheeseburger pizza, BBQ chicken pizza, and Hawaiian pizza. Lazzaroni once said he hopes to open 850 new Domino’s stores across Italy by 2030, adding to the existing 30 or so.

But other competitors soon took cues from the delivery service, especially when customers began using the delivery service more frequently during the pandemic. ePizza SpA, the Italian company that holds the master franchise rights to operate Domino’s in Italy, cited the closings as “an increase in competition in the food delivery market,” according to Bloomberg.

Domino’s did not respond to inquiries from Business Insider.

This article was translated from English by Lisa Ramos-Dose. You can find the original here.

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