Domino’s has closed the last of its 29 stores in Italy, marking the end of an ambitious plan to launch American pizza in the culinary dish’s ancestral home.

Domino’s arrived in Italy in 2015, when it already had more than 12,000 stores worldwide.

It opened stores in Milan before expanding to other centres, including Rome, Bologna, and Turin.

According to an NBC report at the time, it planned to win customers over with “purely Italian” ingredients such as “100 percent” tomato sauce and mozzarella, and products like prosciutto di parma, gorgonzola, grana padano and mozzarella di bufala campana.

It targeted a 2% market share and aimed to open hundreds of restaurants in the country by 2030, counting on its delivery aspect to give it an edge.

But when dining out was restricted during the pandemic lockdowns, Italy’s traditional pizzerias also moved into delivery.

And there was stiff competition from home food delivery apps including Glovo, Deliveroo, and Just Eat, according to Bloomberg, which first reported the story.

Energy bosses ‘hauled in’ for talks as household bills soar, minister says

Elon Musk sells $6.9bn in Tesla shares as battle with Twitter continues

Royal Mail workers to stage strikes over four days in call for ‘dignified, proper pay rise’

Social media users greeted news of Domino’s Italian exit with a distinct lack of surprise.

“Never try to sell ice to Eskimoes,” one Twitter user wrote.

“May we all have the insane confidence of the dominos executive who pitched opening in Italy,” another added.

Sky News has sought comment from Domino’s in the US, which had partnered with Italian firm ePizza SpA for the franchising agreement.

EPizza SpA filed for bankruptcy in Italy in April.

Britain’s Domino’s Pizza Group is a franchisee of US-listed Domino’s Pizza Inc and only operates stores in the UK and Ireland.

Related posts:

US buyout firm Siris Capital plots fresh £600m tilt at Equiniti Royal Mail profits from lockdown online sales surge but warns parcel growth is slipping Mayfair to deliver maternitywear brand Seraphine to stock market Admiral wants to toast £250m takeover of rival Hawthorn Ryanair counts cost of Omicron-driven ‘sudden downturn’ in bookings Wizz Air eyes UK-led recovery as growing costs hit bottom line Former Sports Direct auditors braced for £2m fine over Ashley disclosures UK firms begin world’s biggest four-day week trial – with no loss of pay Mercedes recalling nearly one million vehicles over braking fault US hedge fund sues London Metal Exchange for $456m over ‘irrational’ nickel trading decision Petrol prices keep climbing to new record – adding 0.6p in 24 hours Rangers FC, JD Sports and Elite Sports fixed kit prices, competition watchdog says