Snubbed by traditionalists, Domino's Pizza is 'expelled' from Italy

The American Domino's, one of the largest pizza chains in the world, closed its stores in Italia due to increased competition in the delivery market due to the Covid-19 pandemic.

The brand had arrived at “Belpaese” in 2015, and the Italian operation was managed by the company ePizza SpA. In April, this company requested 90 days of judicial protection against possible creditor actions, but the period ended last month, without she obtained a capital injection to pay her debts.

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As a result, ePizza decided to close all Domino's Pizza stores in Italy. In the document requesting protective measures against creditors, the company pointed to a drastic drop in revenue during the pandemic and increased competition in the delivery market, which gained new players during lockdown periods, including pizzerias smaller and more traditional.

The delivery system was Domino's big attraction to attract Italian consumers, who now have a greater choice to eat pizza at home due to the pandemic. Furthermore, ePizza also cited the high cost of raw materials as the reason for the crisis.

The chain's plan was to open up to 880 stores in Italy, but it had a maximum of 29, a number that dropped to 27 at the beginning of this year.