Domino’s is closing Italian locations as diners prefer local pizza

Domino's is closing Italian locations as diners prefer local pizza
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Who would have guessed that the people of Italy, where pizza is an internationally recognized national treasure, wouldn’t be crazy about mass-produced, over-the-top American riffs on the country’s national dish offered by a multinational chain?

There must be someone. Domino’s will no longer offer the specialty cheeseburger, Hawaiian and bacon and chicken pizzas after the company that operates the Italian franchises closes all of its locations. Bloomberg News reports. The company blamed declining demand on consumers’ preference for delivery from mom-and-pop stores and the reopening of restaurants following pandemic closures.

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Italian company ePizza spa became the “master franchisor” for the US-based company in 2015, opening up to 33 locations. reports to investorsFollowing the results of the fourth quarter of 2021. But sales fell nearly 38 percent short of year-end forecasts.

“We attribute the problem to i) significantly increased competition in the food delivery market with both organized chains and survivalist ‘mom and pop’ restaurants, and ii) restaurants reopening post-pandemic and with retaliatory costs to consumers,” the report said.

Adding to its challenges, digital ordering didn’t seem to catch on: Although the company’s business model was heavily focused on “leading edge” digital technologies, more than half of orders were placed in person or over the phone, according to the report. and software downloads are delayed.

Representatives for Domino’s and ePizza spa did not immediately respond to emails seeking comment. Bloomberg and middle ground Bloomberg News reported that a Milan court granted ePizza protection from creditors this year, but that it expired on July 1.

As news of the closing spread on US social media, people initially laughed off the chain’s ambitions (Domino’s had hoped to open up to 800 locations) in a country where pizza is so revered and established. in order to preserve the traditional Neapolitan style and its rotational readiness won the place It is included in the list of “intangible heritage” of UNESCO.

Tweets included: “Oh, can you imagine anyone but drunk American tourists ordering dominoes in Italy?” and “Trying to open a Dominos Pizza in Italy is like trying to sell snow at the North Pole.” Others noted that pizza from local stores is cheaper than Domino’s.

Snark was also widespread across the Atlantic. Monday title Italian daily Il Messaggero “Italians don’t like pineapple pizza: Domino’s closes all pizzerias in the country.” The article mentions the chain’s American-style menus, such as Pepperoni Passion and Hawaiana, and notes that such fanciful concoctions fail to impress purists. “These products will turn up the noses of traditional pizza lovers, but also interest xenophiles,” he said.

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The consensual culture of some pizzas in Italy was too strong for American intervention. “Italy repels the invader!” one person tweeted. “Is pizza the last bastion of Italianness?” While some argued that Domino’s in Italy was superior to the American version, many in the country were happy with the chain’s demise. “Domino’s pizza went bankrupt in Italy,” another tweeted. “I didn’t even know you opened a shop.”

Stefano Pitrelli in Rome contributed to this report.

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