Dear MEL Topic Readers,
Domino's tried to sell pizza to Italians. It failed
Pizza is loved by many around the world. Modern pizza became popular in Naples, Italy in the 18th or 19th century. In particular, pizza Margherita, one of the most widely served pizzas was invented in 1889. There are about 63,000 pizzerias in Italy, nearly every town and corner, employing as many as 100,000 pizza makers. It is an influential industry for Italy, whose population is just around 60 million.
Established in Michigan in 1960, Domino’s Pizza is an American multinational pizza restaurant chain, operating over 15,000 stores in about 5,700 cities in over 80 countries. In the US, the Philly steak pizza, Buffalo chicken pizza, and cheeseburger pizza are some of the most popular Domino’s pizzas. The ambitious international pizza giant wanted to challenge the home ground of pizza, signed a franchise agreement, and opened its first restaurant in Milano in 2015. The pizza delivery service business seems to have been doing well and added twenty-some stores. However, as food delivery services became popular, Domino’s delivery service model lost its competitive edge and filed for bankruptcy recently. But why didn’t the American pizza brand go well in Italy, the menu, taste, price, service, delivery service, or pandemic?
Enjoy reading the article and thinking about the challenges to sell pizza in Italy.
https://edition.cnn.com/2022/08/10/business-food/dominos-exits-italy/index.html
Domino's tried to sell pizza to Italians. It failed
Pizza is loved by many around the world. Modern pizza became popular in Naples, Italy in the 18th or 19th century. In particular, pizza Margherita, one of the most widely served pizzas was invented in 1889. There are about 63,000 pizzerias in Italy, nearly every town and corner, employing as many as 100,000 pizza makers. It is an influential industry for Italy, whose population is just around 60 million.
Established in Michigan in 1960, Domino’s Pizza is an American multinational pizza restaurant chain, operating over 15,000 stores in about 5,700 cities in over 80 countries. In the US, the Philly steak pizza, Buffalo chicken pizza, and cheeseburger pizza are some of the most popular Domino’s pizzas. The ambitious international pizza giant wanted to challenge the home ground of pizza, signed a franchise agreement, and opened its first restaurant in Milano in 2015. The pizza delivery service business seems to have been doing well and added twenty-some stores. However, as food delivery services became popular, Domino’s delivery service model lost its competitive edge and filed for bankruptcy recently. But why didn’t the American pizza brand go well in Italy, the menu, taste, price, service, delivery service, or pandemic?
Enjoy reading the article and thinking about the challenges to sell pizza in Italy.
https://edition.cnn.com/2022/08/10/business-food/dominos-exits-italy/index.html
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