Domino’s adventures in Italy
Lessons Learned from the Crust of Cultural Clash
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Domino's, renowned for its quick delivery and affordability, entered the Italian market in 2015 with an audacious mission: to convince Italians that their version of pizza was worth a slice of their time and appetite. However, from the start, the clash between American fast food culture and the rich tapestry of Italian gastronomy proved to be a recipe for disaster.
The heart of the issue lay in the fundamental differences between the two pizza paradigms. Italian pizza is a celebration of simplicity and high-quality ingredients, with recipes often passed down through generations. On the other hand, Domino's is an epitome of efficiency, with a focus on standardized, mass-produced pies meant for quick consumption.