Irish Examiner view: Domino's effect fails to take off in Italy

American multinational finds it difficult to nab a slice of the market in the ancestral home of pizza

Having opened stores in Milan, Turin, Bologna, Parma, and Rome since 2015, Domino's Pizza failed to win over Italians. File picture

One would have thought that the concept of “bringing coals to Newcastle” might have crept into the collective minds of Domino’s Pizza management when they came up with the idea of franchising their operation throughout Italy, the home of the revered food.

The US fast-food giant had an ambitious, if foolhardy, plan to open some 880 outlets across Italy by 2030, but has now been forced to flee the market.