The Domino's brand is synonymous with “fast pizza delivery” in dozens of countries, but when it tried to conquer Italy, it found bread (and pizza) for its teeth.
Domino's Failed in Italy
In 2015 Domino's landed in Italy with great ambitions. The goal was to open 880 stores by 2030. But in 2022 it closed everything . Some reasons are:
Too much competition : In Italy there is a deep-rooted culture of artisanal pizza. Traditional pizzerias, often family-run, offer a product considered superior in every aspect.
Positioning error : Domino's has tried to bring an American loan data model to a context where taste and quality are prioritized over speed and standardization.
Lack of Local Adaptation : Domino's menu has failed to respond to Italian preferences. Pizza with pineapple or hot dog in the crust may work elsewhere, but not here.
What is Domino's
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