Domino’s Is Opening a ‘Pizzeria’ in Milan

“We’re going where no major pizza brand has gone before”
Domino's Italia

Screenshot of Domino's Italia

Domino’s is opening a franchise in Milan, Italy

Domino’s, the American pizza chain perhaps most well-known for cheesy bread, chicken wings, and Cinna Stix, just opened a shop in Italy, the birthplace of pizza. [related]

The new “pizzeria” is located in Milan and will source all of their ingredients from Italy (as they should).

“We’ve created our own recipe,” Alessandro Lazzaroni, the 36-year-old franchise owner, said in a statement, “starting from the original pizza recipe with Italian products, like hundred percent tomato sauce and mozzarella, and products like prosciutto di Parma, gorgonzola, Grana Padano, and mozzarella di bufala campana.”

This new location will offer takeout and delivery, which is not as well-developed as it is in the States. Italians eat pizza about seven times a month, according to the statement, but it looks like they prefer to eat it at the restaurant or pizzeria.

The American chain may be venturing into dangerous territory by claiming to offer “traditional” Italian dishes such as Margherita, Neapolitan, and Sicilian pizzas, and tiramisu.

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“No major American pizza brand has successfully entered the market,” Richard Allison, president of Domino’s International, told MarketWatch. “We’re going where no major pizza brand has gone before.”