I must confess to having a strong bias when it comes to pizza. Having been born and raised in Napoli, Italy – the birthplace of Pizza, with a capital P – I found myself puzzled when Domino’s attempted to conquer the Italian pizza market. And, truth be told, I wasn’t the least bit surprised when their endeavor turned out to be short-lived.

Domino’s in Italy: An ephemeral culinary expedition

In 2015, Domino’s ventured into Milan with grand aspirations: to establish over 800 stores within the next decade, and boldly claim a staggering 2% share of the national pizza market. Yet, as fate would have it, by August 2022, Domino’s made a swift exit, shuttering all its outlets – a departure that hardly elicited any sentiment of loss from the Italian population!

The Italian attraction

Domino’s strategic reasoning behind its Italian adventure appeared straightforward: Italy, a nation deeply enamored with pizza, stood as an ideal destination for expansion. After all, Italy ranked as the second-largest market globally for pizza consumption, trailing only behind the United States. Calculating pizza per capita, Italy could very well be leading the pack. When I visit my friends and family in Italy I end up eating pizza several times a week and still be longing for more!

The recipe for Domino’s demise

Numerous factors contributed to Domino’s demise. To summarize in under 20 words: “Misunderstanding the sacred Italian pizza bond, Domino’s made fatal missteps.” Principally, they underestimated our pride in OUR pizza and the enduring ties we foster with family-owned establishments. In Italy, franchises remain relegated to secondary or tertiary tiers within the food landscape. Any foreign food chain seeking to thrive here must offer both unparalleled uniqueness and superior quality, all while resonating with the Italian taste.

Let’s start dissecting Domino’s campaign catchphrase: “Cuore Italiano, American way” that translates “Italian heart, American way”. What a mistake that was! Italians love pizza the Italian way, for us that’s the only way. Anyone trying to teach us how to make and eat pizza would be seen as presumptuous. To illustrate, the mere idea of pineapple gracing our pizzas – an abomination! Although some courageous souls attempted this culinary sacrilege, their endeavors bore little fruit.

Perhaps Domino’s could have benefited from watching a comical video wherein Neapolitans react to receiving Hawaiian Pizza instead of their ordered Margherita. The reactions, though extreme, underscore our profound sentiments toward our beloved pizza (disclaimer: no one got seriously injured! 🙂

Another significant miscalculation was Domino’s excessive focus on pizza delivery. In Italy, pizza home delivery has been a time-honored tradition. If your primary selling point mirrors practices my great-grandmother engaged in, it hardly qualifies as a differentiator!

What they could have done better?

Could Domino’s have charted a more triumphant trajectory? Certainly! Italians possess a fondness for American trends and novelties. McDonald’s serves as a prime example – adapting to Italian culture and nuances to achieve prosperity. In Italy, McDonald’s establishments differ vastly from their American counterparts. They nestle in remarkable locales, often historical edifices, targeting a youthful demographic seeking places to gather. Given our leisurely approach to dining, even “fast” food is taken at a measured pace. Locally-sourced ingredients take precedence, and menus align with Italian preferences.

When addressing a new country is vital to engage with companies that have decades of experience in running campaigns for that market! For Italy you need a company, like ours, familiar with the intricacies of the Italian market. Bigger isn’t necessarily better; a firm attuned to your target audience can guide you through this intricate landscape..

If you want to successfully expand in Italy contact us and steer clear of pineapples!