All Domino's Pizza Close In Italy
Domino’s first arrived in Italy back in 2015, branding itself to try to appeal to the locals.
It’s official. Italy has once and for all said arrivederci to Domino’s Pizza.
News broke yesterday that the restaurant chain was forced to close the last of its more than two dozen locations in the country. The cause? You guessed it: Italians prefer their local pizza options.
Domino’s first arrived in Italy back in 2015, branding itself to try to appeal to the locals. The chain promoted “purely Italian” ingredients like “100 percent tomato sauce and mozzarella,” prosciutto di Parma, and mozzarella di bufala campana, which could not be found at American locations.
The brand had hoped its delivery service would set it apart in Italy. But the pandemic threw a wrench in that plan, as local restaurants first turned to delivery to stay afloat and then drew customers back in upon reopening.
In other words, the American chain just couldn’t hold a candle to local, authentic Italian pizzerias.