Domino’s Pizza leaves Italy in the face of competition from traditional restaurants

Traditional pizza makers are resisting in Italy. Domino’s Pizza leaves the country seven years after its arrival. The American pizza delivery and take-out brand has not had the expected success among our neighbors, faced with competition from local restaurants, reports Bloomberg this Tuesday. The last of the group’s 29 branches has thus closed.

Local establishments, in particular, resisted during the Covid-19 crisis by developing delivery services or by signing agreements with Deliveroo, Just Eat, Takeaway or Glovo to bring their products to customers’ homes.

The group planned 880 restaurants

Domino’s Pizza arrived in Italy in 2015 through a franchise agreement with ePizza SpA. The American group had ambition: to open 880 restaurants thanks to a very structured delivery system and by offering American-style garnishes, in particular pineapple, perhaps a sacrilege for Italians.

“We attribute the issue to the increased level of competition in the food delivery market,” ePizza said in a statement to investors during fourth quarter 2021 results. recently to offer delivery from its website, specifies Bloomberg. At the end of 2020, the group already had 10.6 million euros in debt.

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