Is this the ultimate “coals to Newcastle” story? The US-based Domino’s pizza chain says it is taking on the Italian market.
Apparently, previous attempts by outside players have failed to lure Italian consumers away from the original product, but Domino’s has a cunning plan.
Apart from using local ingredients and different recipe to tempt Italian palates, they are going to install an efficient home-delivery system as they have done elsewhere in the world.
In other words, I guess, they are betting that customer laziness will overcome the questions of quality and authenticity.
They may well be right.
