Domino’s tried to sell pizza to Italians. It failed

Seven years after its debut in the country, the American pizza giant has formally closed its stores. After failing to win over locals who preferred homegrown options, Milano Today reports.
EPizza SpA, franchise operator Domino’s (DMPZF) The brand, in Italy, filed for bankruptcy in April after struggling to sell enough during two years of pandemic restrictions, according to a document filed in a Milan court.
The company ceased operations at all of its Domino’s stores on July 20, according to a report by Foodservice, an Italian food industry publication.

While some may attribute Domino’s failure to its brazen attempt to infiltrate the home of pizza with American fare, ePizza said it busted due to competition from food delivery apps.

The court filing said the Milan-based company faced “unprecedented competition” from local restaurants that started using services such as Glovo, Just Eat and Deliveroo during the pandemic.

Domino’s said in a document attached to the court filing that iPizza’s troubles last year “resulted from a significantly increased level of competition in the food delivery market for organized chains and ‘mom & pop’ restaurants that deliver food for a living.”

He said that he is also facing problems Once pandemic restrictions were eased and customers started visiting sit-down restaurants again.

A Milan court granted the company a 90-day grace period during which its creditors were not allowed to demand repayment or take over its assets. It expired in early July.

Domino’s had high hopes when it moved into the Italian market in 2015, signing a 10-year franchising agreement with Ipizza. It plans to introduce a large-scale pizza delivery service to the country, which did not exist at the time, the court filing said.

As of early 2020, ePizza operates 23 stores in Italy and six through sub-franchise partners.

Neither Domino’s nor ePizza immediately responded to CNN Business’ request for comment.

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