Domino’s Pizza withdraws from Italy in the face of competition from local pizzerias

Domino’s pizza is leaving Italy, as revealed by Bloomberg on Tuesday, August 9. The company took the risky gamble of setting up shop there in 2015 through a franchise agreement with ePizza Spa. 29 stores out of the 880 promised by the American giant, closed one by one.

Domino’s wanted to stand out with its nationwide delivery service and its American pizzas, such as the pineapple one. But traditional pizzerias have been able to adapt during the coronavirus, and extend their delivery services. The restaurants have signed agreements with delivery companies, such as Just Eat and Deliveroo. What allowed them to compete with the company.

The restaurant chain had started reduce its operations in the country. It then stopped offering delivery from its website on July 29. Representatives for Domino’s and Epizza, did not respond to messages seeking comment. Calls to the chain’s 13 sites in Italy went unanswered.

Starbucks also tried its luck

Customers were surprised on Italian social networks not to know “why their calls and orders were not going through, or why their local store had closed” reports Bloomberg magazine. The company had approximately 10 million euros in debt at the end of 2020, according to audited annual reports.
A similar story is that of Starbucks, which moved to Milan in 2018. In the boot, where coffee is sacred, Starbucks did not have the desired effect. There remains more than one store in Italy, as Franceinfo reported in March 2022. Domino’s competitor Pizza Hut has never ventured to set up shop in Italy. Where pizza is an institution, it is deemed best to leave it to local restaurants.

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