![]() Stefano Auricchio, the director general of an association that protects “real Neapolitan pizza” said he was sorry to hear that Domino’s Pizza had closed “because it impoverishes the market in general,” as families have fewer options to choose from. Crazy Pizza made headlines in Italy this summer after Neapolitan pizza makers complained that the pizzas were too expensive.Īnd after all, Italians are picky about their pizza. But Percassi, the Italian licensee for the American company, has since opened 18 stores throughout northern and central Italy, including a drive through.Īlessandro Lazzaroni, for five years the chief executive of Domino’s Pizza Italia, left the company in December 2020 and is now chief executive of Crazy Pizza, a high-end pizzeria started by the Italian businessman Flavio Briatore, a former director of the Benetton and Renault Formula One racing teams. When Starbucks opened its first Italian venue in 2018, many said that Italians accustomed to thimble-sized espressos would snub the company’s maxi sizes, and its prices. Other culinary ventures that naysayers said were doomed to fail in Italy have done quite well. Representatives for ePizza and Domino’s Pizza in the United States and in Italy did not immediately respond to requests for comment. The proliferation of food delivery platforms like Deliveroo, Glovo or Just Eat “have notably increased the competition” for ePizza, according to the April legal filing in Milan. With restaurants and bars closed for long stretches of time during sundry lockdowns, many began to adopt the takeout and home delivery model that Domino’s pizza had sought to dominate Italy with. There were Italians “who are not afraid of putting pineapple on a pizza,” the representative had said.īut the coronavirus pandemic changed everything. And a representative for Domino’s Pizza Italia had cheered the opening of the fifth restaurant in Rome, suggesting that Italians had been open to American-style pizza. ![]() Just two years ago, media reports relayed the Italian company’s plans to open 850 stores over the next decade, with the aim of claiming a 2 percent stake of the national pizza market.īy 2021, 34 restaurants bore the Domino’s brand. At the time, too, Italy didn’t have a structured, large scale, home delivery model like the Domino’s Pizza model. In a legal filing in Milan in April, lawyers for ePizza said that the company had been optimistic about entering the Italian market in 2015, “the second largest market in the world” of pizza eaters, after the United States.
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