Domino’s Pizza opened their first branch in Italy on 5 October, and plan to open three more by the end of 2015.
The first location was opened in Milan, which will be the home of three further franchises by the end of the year.
The audacity of it all.
In the UK or America where there are less discerning tastes, Domino’s is positively welcome. We revel in the greasy, puffy offerings of the chain on any given Tuesday night.
But bringing the questionably priced pizzas to Italy? The home of Pizza, where there are plenty of independent, high quality, respectably priced outlets?
Are you sure?
The owner of the new Domino’s franchise, Alessandro Lazzaroni, said in a statement:
Domino’s is a global brand, with American roots, and we’re proud to be able to introduce it to the Italian people — with a twist.
We will be using a recipe created by us, using locally-sourced wheat. Everything else is purely Italian.
Despite previous attempts to challenge Italian fine tastes (see Starbucks' dent in the Italian coffee market) Domino's International President Richard Allison said he knew the risks and was confident of success:
Italy can be a major milestone for the recognised world leader in pizza delivery, as no major American pizza brand has successfully entered the market.
We're going where no major pizza brand has gone before.
Yes, you are Richard. We'll see how that works for you.