Crazy plan to bring Domino's pizza to Italy, or is it?

The news that a former McDonald’s franchise manager is bringing the American Domino’s pizza chain to Italy, has understandably been met with a certain level of scepticism in the country that invented pizza.

Domino's set to take on Italian market.

Domino's set to take on Italian market. Image by russellstreet / CC BY-SA 2.0

However, it might not be such a crazy idea as it first seems, and the first branch in Milan is doing a brisk trade. The pizzas are Italian-style, using locally sourced wheat, tomato sauce, mozzarella, gorgonzola and Parma ham, and the unique selling point is the fact that the pizza is delivered direct to your door. In Italy, despite the fact that there are thousands of by-the-slice takeaways and pizzerias where you can call ahead and then collect an order, there are very few places that offer online ordering and home delivery. So can Domino’s crack Italy? Only time will tell. Read more:

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