The fast-food brand is to launch a store in the very place famous for its homemade, authentic pizza. Hmm …

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In a move equivalent to trying to sell ice to eskimos, fast-food megabrand Domino's Pizza has gone and launched its first store in Italy.

 

That's right: the company is genuinely trying to hawk 16" deep pan pizzas – traditionally topped with questionable fare such as Philadelphia cheese steak – to the folk who invented the thin, crispy, handmade original. 

 

But the chain isn't just ploughing into this one with its eyes closed; there's some awareness that five types of meat plus ranch dressing might not go down too well with the 'simple is better' sensibility of the home cooking-loving folk. 

 

According to the official announcement, Domino's brand of pizza will be introduced "with a twist."

 

"Domino's is a global brand, with American roots, and we're proud to be able to introduce it to the Italian people," says franchise head Alessandro Lazzaroni. 

 

"We will be using a recipe created by us, using locally sourced wheat. Everything else is purely Italian. We are purchasing all of our products from Italian producers. We've created our own recipe, starting with the original pizza recipe with Italian products like 100% tomato sauce and mozzarella, and products like Prosciutto di Parma, gorgonzola, Grana Padano, and mozzarella di bufala Campana."

 

The plan is to roll out another three Milan locations by the year's end. We'll let you know how it goes down …

 

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