ABOUT:
Domino’s Pizza, Inc., doing business as Domino’s, is an American multinational pizza restaurant chain founded in 1960 and led by CEO Russell Weiner. The corporation is Delaware domiciled and headquartered at the Domino’s Farms Office Park in Ann Arbor, Michigan.
Overview:
Domino’s came from humble beginnings with just one store. Now, as the largest pizza company in the world, Domino’s proudly continues its legacy of delivering great-tasting pizza to customers’ doors. As of 2021, Domino’s had approximately 18,848 stores, with 6,157 in the United States, 1,495 in India, and 1,169 in the United Kingdom. Domino’s has stores in over 90 international markets in 85 countries and more than 5,701 cities worldwide, according to the market research companies. Pizza chain powerhouse Domino’s Pizza generated a revenue of 4.36 billion U.S. dollars worldwide in 2021. This figure has steadily increased over the past fifteen years.
Italy Market:
Domino’s entered the Italian market in 2015 thinking it could serve the traditional dish with its American twist, including pineapple as a topping. The Michigan-based food chain had ambitious plans to expand in the Italian market by opening 800 stores.
Failure of Domino’s in the Italian market:
Domino’s closings are the perception that Italian culture is so deeply connected to their food traditions that failure was perhaps inevitable. That a company that wanted to sell pineapple pizza — controversial even outside of Italy — to the people who invented pizza in the first place was thought by many from the start as much too hard a sell. Domino’s Pizza’s last stores in Italy have been closed after the firm that operated its outlets in the country filed for bankruptcy
“Domino’s in Italy is o sell snow at the North Pole”. – Alicia Smith
Conclusion:
Dominos have to conduct a lot of market research to understand the mindset of the Italian audience. Product testing would be required to gain more insights. Finally with such data and insights they can plan a new market strategy to re-enter the Italian market.
