Domino’s quits the Pizza warfare in Italy after seven years

August 2022

Domino’s, the world's largest pizza chain, closed its business venture in Italy last month (July 2022).

In 2015, the US chain entered Italy, the land where pizza was born, and had ambitious plans. Domino’s was confident about converting peoples’ eating habits from Italian Pizza to American Pizza. There are many differences (crust, sauce, toppings, etc.) between Italian Pizza and American Pizza.

Back then, there was high skepticism. Someone on social media mentioned, “Opening Domino's in Italy is like trying to sell snow in the North Pole.”

After seven years, Domino’s realized the skepticism. The continued financial losses triggered its decision, and Domino’s blamed it on increased competition.

Is it only the increased competition or failure of Domino’s to adapt its pizza to local taste? It isn't easy to point out the exact reason. However, Italian pizza is not a pizza but part of Italian culture.

[On a side note: Do you know which country eats the most pizza per head?

It is not Italy. Not States. It is Norway. Norwegians consume the most pizza in the world on a per-person ratio.]