Sometimes you just have to realize something didn’t work. Swallow your pride, pack your bags, and live to see another day.
That would be appropriate advice for Domino’s regarding their attempt to get people who live in the birthplace of pizza to buy into their low-cost pies.
After debuting in Italy seven years ago, Domino’s is saying “arrivederci.”
They will shut all their stores, and the franchise operator of Domino’s in Italy, EPizza SpA, has already filed for bankruptcy.
Most people would assume it would be a very tough sell getting Italians to fall in love with the economic pizza, sans all the fresh ingredients that Italians are accustomed to, but the reason for the failure is something different, according to Domino’s; too much competition from food delivery apps.
“Unprecedented competition” is that they were facing from local restaurants during the pandemic. In Italy, the apps Giovo, Just Eat, and Deliver are very popular and were too tough to overcome in the battle for Italian pizza dominance.
Once the lockdowns were over, Italians were desperate to get back into sit-down restaurants and enjoy a glass of wine or four with their meal, another obstacle for a delivery pizza chain.
In early 2020, ePizza was operating 213 stores throughout Italy before the pandemic, and the company had high hopes to be very successful there.
It just didn’t happen.
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