The dream of the American chain Domino’s Pizza of being able to break into the Italian culinary market, one of the very demanding ones when it comes to pizza, is shattered. So, after seven years, he closes the doors of his Italian shops and leaves with his tail between his legs. This is what the Financial Times. The fast food brand’s Italian franchise partner, ePizza SpA, which operated 29 branches across the country, struggled to win over “discerning customers in the home of pizza” and finally filed for bankruptcy earlier this year. The company offered anans pizza, cheeseburger or barbecue, and intended to promote its home delivery model. He did not make it.
As part of an insolvency procedure, he was granted 90-day judicial protection by his creditors, which prevented them from seeking repayments or seizing company assets, which expired last month. The official statements read that “the Covid-19 pandemic and subsequent prolonged restrictions have seriously damaged ePizza”, but the president and largest shareholder Marcello Bottoli refused to comment when contacted by the FT.
According to the newspaper, the news of Domino’s closure in Italy is another indication of the mixed fortunes of US restaurant brands hoping to succeed among Italian consumers. Another example is Starbucks, initially greeted with skepticism, but which is now in the process of opening two new branches in Florence and Rome after the success in Milan.
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