Italians Hate Pizza, Apparently

Italy rejects Domino’s pizza, forcing chain to close all restaurants in the country

Well, it looks like Italy has officially said "Domino's, ciao bella!" and closed the door on the chain's pizza. Turns out, when it comes to pizza, Italy is a tough critic and Domino's just couldn't make the cut. Better luck next time, Domino's, maybe try adding some amore and authenticity to your recipe! 😁🍕 #PizzaDrama #ItalyKnowsBest

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Domino's, the popular American pizza chain, is set to exit Italy, the birthplace of pizza, due to poor reception from locals. The company, which entered Italy in 2015 through a franchising agreement with ePizza SpA, had initially planned to open 880 locations in the country. However, intense competition from local pizzerias hindered its expansion plans, leading to the decision to close the last of its 29 branches in Italy.

Local pizzerias in Italy responded to Domino's presence by intensifying deliveries and partnering with third-party delivery services, particularly during the pandemic. Traditional Italian pizza shops strategically adapted to the increased competition, leveraging the rise in food delivery demand. The impact of the pandemic, restaurant reopenings, and a surge in consumer spending all contributed to a challenging market for Domino's in Italy.

ePizza SpA, the franchise partner in Italy, attributed the exit to the heightened competition in the food delivery market. In a report to investors, they explained that both organized chains and small, independent restaurants were actively delivering food, making the market more competitive. The phenomenon of "revenge spending," where consumers increased their spending post-pandemic, further complicated Domino's position in the Italian market.

As a result of these challenges, Domino's has decided to close its remaining 13 locations in Italy. The company currently operates over 6,100 locations globally, but the decision to exit the Italian market underscores the importance of adapting to local preferences and competition dynamics in the food industry.

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