The British phrase “carry coals to Newcastle” – meaning trying to sell something to people who already have plenty of that product – has never been more apt. The American pizza chain Domino’s has just opened in Milan, with plans for four more branches in Italy by the end of the year. The reaction in Italy is best described as bemusement.
The Italians invented pizza, and they have very firm ideas about how it should be made, served and consumed. An Italian pizzeria is generally family owned and has a strong social function. It is something like the majlis in Arabian culture, a place for people to gather, drink coffee together and exchange both big ideas and small talk.
Domino’s is hoping that its home-delivery model and a few special recipes will help it gain a foothold in Italy, and that may happen as time-poor people avail themselves of the convenience. Earning a place in the hearts and minds of Italians will take longer.
