Italians – the people who created pizza – have turned their noses up a takeaway chain Domino's Pizza.
The worldwide fast food company opened in the country famous for perfect pizzas in 2015.
But it is now closing the final 26 stores, which at one point the company hoped would total around 880 branches throughout the country.
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Only 29 were opened in total, with most of those opening in Milan.
And now all of the branches have finally closed – with plans for another 800 or so more outlets officially scrapped.
They were run in partnership with ePizza SpA.
A spokesman said: “We attribute the issue to the significantly increased level of competition in the food delivery market with both organised chains and ‘mom & pop’ restaurants delivering food, to service and restaurants reopening post pandemic and consumers out and about with revenge spending”
When Domino's first opened in the country, local home-grown pizzerias banded together and signed deals with Deliveroo, Just Eat and other Italian delivery services to combat the American-owned chain from gaining a foothold in the local market.
And it appears to have worked.
The company had amassed 10.6 million euros (£8.9 million) of debt during the seven years it was open in Italy.
Social media users reacted with glee at the news of the closures.
Political commentator Alicia Smith tweeted: “Trying to open Domino's Pizza in Italy is like trying to sell snow in the North Pole.”
To which another replied: “No, it’s like trying to sell FAKE snow in the North Pole.”
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And one speculated on other companies who should leave the country.
They wrote: “Starbucks should also leave.
“Italy has much better coffee/espresso.”
In the UK, not famous for its pizzas, Domino's has more than 1,200 branches.
They claim to make around 106 million pizzas per year.
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