What Happened To Domino’s In Northern Europe?

3 649
Iceland is a notoriously hard market for international fast-food chains to break into. Domino’s is the exception - the pizza chain has the biggest market share in fast food there. But that love for Domino’s doesn’t extend to the rest of the Nordic bloc. In October 2019, Domino’s Pizza Group, which owns stores in Iceland, Norway and Sweden, announced it’s exiting its business in those markets.
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What Happened To Domino’s In Northern Europe?
Lengd: 14:09


ariquarius - 10 klukkustundum síðan
maybe try making tasty food
IshayuG - 11 klukkustundum síðan
Dane here. My local Domino's was in the video, which was funny to witness.
The reason why Domino's failed here actually has nothing to do with Danes not buying pizzas. We buy loads of pizzas. The reason why Domino's failed here is two things:
1) None of them speak Danish. You have to know English to order at Domino's.
2) They had MASSIVE health problems and repeatedly got fined by the authorities. 2 year old moulding cheese, rotting vegetables, meat, etc. People generally got sick eating there. The reason they went bankrupt was actually due to a fine they got and the stores that were forcibly closed.
My local Domino's was actually not affected by the health issues, but that didn't change the facts overall. Disgusting chain - deserved to die.
Detector1977 - 12 klukkustundum síðan
How horrible that they have strong labour laws to protect the workers...
Jacob Furuhaug
Jacob Furuhaug - 13 klukkustundum síðan
Why would we eat some overpriced cardboard pizza with barely enough cheese to cover up the tomato sauce. And that is said to be for 10 people but in reality it's enough for three. When we can just eat from our local pizza chains?
Someone Nobody
Someone Nobody - 18 klukkustundum síðan
I mens Danmark we have very high quality pizza very cheep. Dominos delivers much lower quality for slightly lower price
TheTillhammer - 18 klukkustundum síðan
I know why it fails. Because the Pizza sucks in comparision to the nordic pizza culture.
Daan Zengerink
Daan Zengerink - Degi Síðan síðan
Diminos sucks
Sandman - Degi Síðan síðan
Domino's has the worst pizza in Norway but far from the cheapest, the crust has no taste and the tomato sauce is bland. Overall I would describe it as tasteless. I used to order in from my local Dolly Dimples 2-3 times a month, tried Domino's a few times after they purchased every Dolly Dimples location in a 30km radius so none of them are within delivery distance anymore, I'd have to drive 20-25 minutes each way to pick one up. Haven't considered ordering again, a frozen pizza has more taste and is 1/5 of the price or less while local run shops that do deliveries can do 1/2 the price or less with much higher quality.

It's a low quality product for a premium price, the brand alone makes them some money but I'm not surprised they're trying to get out of the market when they can't compete against already established chains and local standalone businesses. Dolly Dimples was a clear winner for me compared to Peppes Pizza, but now that my options for ordering in from a chain pizza restaurant is Peppes or Domino's, Peppes is the clear winner. I've also tasted Domino's from the UK and Singapore, and while those weren't great either they were somewhat better than Norwegian Domino's.

The end result is me ordering in less frequently, so at least I'm saving money.
TheMakhnovist - Degi Síðan síðan
Why would we eat crappy pizzas from Domino's when we have good quality pizzas from local restaurants? And we like pizzas the Italian/middle eastern style, not the american. Burger King and McDonald are loosing to smaller and much better local burger restaurants too as we are speaking ...and that is good.
Loreta Zariņa
Loreta Zariņa - Degi Síðan síðan
The first and last time I went to Dominos in Norway, the pizza was swimming in oil, it was gross.
Guy Incognito
Guy Incognito - Degi Síðan síðan
Mostly the terrible pizzas. ¯\_(ツ)_/¯
Mycenaea - Degi Síðan síðan
I thought the employees wear plastic gloves when handeling the food? Or are they not doing that because this is old footage, but they do nowadays? If not when handeling the dough, but atleast when they add the topings?
sas ak
sas ak - Degi Síðan síðan
I'm from Sweden and I didn't even know we had Dominos here. As someone mentioned, the swedish pizza culture is already well established and has been for a long time, making it more or less impossible for companies like Dominos to succeed here. We do have Pizza Hut, but honestly I dont even understand how they make any profit and stay afloat here.
slaveriq - Degi Síðan síðan
If they can't be profitable without exploiting workers, then i am not sad to see them go.
Peder Ø Dybvik
Peder Ø Dybvik - Degi Síðan síðan
Oh man. I thought that dolly Dimples just went bankrupt and disappeared. But domino's bought them!? Dolly had the best pizza. I had birthdays there. Domino's pizza is not even good.
Osiris4441 - Degi Síðan síðan
Im from Denmark... the simple answer is that Domino's is crap quality compared to prize...
Michael Helin
Michael Helin - Degi Síðan síðan
In Finland, (just like Sweden and Norway) we have a lot independent Pizzerias! And my favorite Pizzeria is in my local town called "Pizza Time!" *insert Tobey Maguire Spider-Man here*
If we're talking about Pizza chains, we have Pizza Express and Koti Pizza
Kristoffer Johnsen
Kristoffer Johnsen - Degi Síðan síðan
Fast food wasnt introduced to Scandinavia in the 90s. American fast food was. We had lots of fast food before that too. Plus, we dont prefer local chains. The vast majority of fast food in scandinavia is non-chain pizza, kebab and hot dog places. Max is huge, for sure. But the independent shops own the market. Most of all, Dominos is complete trash compared to our pizzas.
Cyde - Degi Síðan síðan
in my city in sweden we have 2 max and 1 mcdonald.
Mighty Mouse
Mighty Mouse - Degi Síðan síðan
Dominos pizza has not adjusted to local tastes - there is too much bread and too little toppings - the idea that high wages and taxes are the problem is truely false - after rebates I pay 30% in taxes but I have zero costs for healthcare, education and transport (bike friendly cities) so my cost of living is far lower...
Steffen Jespersen
Steffen Jespersen - Degi Síðan síðan
Domino's pizza taste like a frozen pizza with extra cheese on top.
A decent frozen pizza but still.
Torben Bjørnholdt
Torben Bjørnholdt - 2 dögum síðan
Bring back the HUT
Matthias R. Wagner
Matthias R. Wagner - 2 dögum síðan
Is it terrible to think this is good news? That Danes, Swedes and Norwegians actually care about food, and therefore don´t want fast food (except the Norwegian frozen pizza thing)? As a Dane, I'm happy to see Dominos shut down. A company based on cheap labour (pause the video at 12:38 and read) and unhealthy food isn't something we should glamourize :)
Sick N Tired
Sick N Tired - 2 dögum síðan
Domino's is nasty.
Jakel666 - 2 dögum síðan
thats easy ... we got pizzarias with good homemade pizzas
Egg&Bacon - 2 dögum síðan
RIP Dolly Dimples
Johannes Smidelöv
Johannes Smidelöv - 2 dögum síðan
Not a single word on marketing in this analysis? I live in Stockholm, and hadn't even heard of Domino's before 2018 or so (and then I heard of them through American streamers), and had no idea they'd ever even been in Sweden until I watched this video. People can't buy what they don't know about, so did they even buy ads?
Also, I notice two more things: 1) These pizzas seem really thick, and the pizza here is usually very slim. That could've been a way for them to be different, or it could have been another challenge. 2) Your footage change between local location shots and people exchanging dollars. Not only do none of us trade in US dollars, cash itself is getting pretty rare over here. Most people pay digitally, be it with debit cards or by phones.
Casper Unnerup
Casper Unnerup - 2 dögum síðan
I've tried Domino's in Denmark twice. Both times they were a lot more expensive than local and it took them forever to finish the order. Every local pizzaria can have your order done in a maximum of 15 minutes and with the huge added bonus of not sending the money they earn out of the country.
okänd - 2 dögum síðan
I'm from Sweden and I didn't even know Dominos had tried to operate here.
BatCaveOz - 3 dögum síðan
Circa :45 weird choice to show a map with countries in blue and water in white 🤷‍♂️
Nicolai Johannesen
Nicolai Johannesen - 3 dögum síðan
As a danish person, the local pizza is so much better, it is usually an individually driven pizzeria with fresh produce and it tastes so much better! Than a branded pizza with substandard produce for a higher price, it is very hard to see how a branded pizzeria can make profits in that market!
filthygarbage - 3 dögum síðan
Grandiosa for life
Bunny1412 - 3 dögum síðan
iceland has the best performing stores, yet domino's is leaving that market..?
ep-1000 - 3 dögum síðan
https://www.youtube.com/watch?v=1wd3iI5e3Ko About Swedens best pizza. See this and you understand why Sweden don't have the big pizza chains.
General Zubbis
General Zubbis - 3 dögum síðan
The thing with sweden is, no matter where you live there is always a local pizzeria. We learn from a young age that if we want pizza, we go to our local ones.
Johan Fagerström
Johan Fagerström - 3 dögum síðan
Cause in sweden and norway we are very proud of our national pizzas :)
We have great swedish pizza in sweden and norway have great norwegian pizza. Denmark too have very good pizza. The only kind of pizza other than our own that we love is italian pizza so...
What you say about local fast food restaurants isn’t really true. We don’t have that many and most people prefer Burger king over Max (at least in the places i’ve lived). Many local restaurants have to close cause of the american food chains....
All people i know that have tasted dominos love it, especially we all think it is better than pizza hut... however dominos had a few restaurants placed in just a little part of sweden on the west side of the country while pizza hut have restaurants spread through out the country. If domino just would have expanded faster it would have been a hit but with just a few restaurants in just one corner of a large country... yea...
It would never have been bigger than our own local pizza restaurants cause that’s a thing we have close to our hearts but it would deffenetly have been bigger than pizza hur
Gustafan - 3 dögum síðan
TheNehellenia - 3 dögum síðan
Who needs Dominos when you have Grandiosa?
M1NDR34D3R - 3 dögum síðan
I hope they go entirely out of business. Business that try to crush their own workforce needs to stop existing.
Comrade of the Balance
Comrade of the Balance - 3 dögum síðan
Isn’t Estonia, Lithuania and Latvia Nordic countries too?
BeerHombre - 4 dögum síðan
Hahaha it's pretty embarrassing that we Norwegians eat so much frozen pizzas.
Salma Y.
Salma Y. - 4 dögum síðan
Maybe Iceland doesn't have good pizza like America and Denmark has good pizza like the rest of europe
Your Highness
Your Highness - 2 dögum síðan
Salma Y. Nah dominos in iceland is just made well, its probably the best place to eat dominos in the world. Nothing like dominos else where. Its owned and runned by icelanders here, they just bought the rights to use the name.
0:37 ???
Fräulein Bird
Fräulein Bird - 4 dögum síðan
From an Austrian perspective: Domino's is freaking expensive and not nearly as good as any Italian pizza I can get anywhere in town.
serdy ximi
serdy ximi - 4 dögum síðan
???? 1:56 ❤? ?????
harrywierd videos
harrywierd videos - 4 dögum síðan
i live in iceland and my famely and lotts of my friends famely to eat dominos on thirsday
serdy ximi
serdy ximi - 4 dögum síðan
Hehe in 11:12 is my city in norway called Stavanger cool
Jonas Lindberg
Jonas Lindberg - 4 dögum síðan
Almost all pizza places in Sweden are just local mom and pop-restaurants, mostly run by immigrants. At least in the small towns.
Revilo - 4 dögum síðan
For anyone who doesn't know why dominos went bankrupt in Denmark is because an episode of a documentary called "Operation X" had an undercover worker at dominos and discovered that the labels on their toppings and dough was relabeled so everything they sold were old expired food. They figured this out by putting a cross with an UV marker and next week use UV light to see the same box of food was just replaced with a new label. Many had the fear of eating at dominos afterwards and they were forced to close down the business because of huge drop in customers.
TurboBrick - 4 dögum síðan
I tried a pizza when they opened i Norway. It tasted like cardboard. The quality of local pizza chains are much higher, so no wonder it didn't go well for them.
cnmmd qiuoo
cnmmd qiuoo - 4 dögum síðan
CNBC knows its audiance is really stupid because they feels the need to explain what gdp per capita means😂.
Long Unstrung
Long Unstrung - 4 dögum síðan
Now im not talking real pizza (napolitan style), im talking that greasy pizza, sweden already makes some of the best in the world of that kind of pizza, and there is pizza places on every street, no wonder it didnt work out.
cnmmd qiuoo
cnmmd qiuoo - 4 dögum síðan
i'm Loco
i'm Loco - 4 dögum síðan
Pizzabakeren all the way
ssbbSephi - 4 dögum síðan
greenland, blueland, rockland, iceland, such creative names
Markus O
Markus O - 4 dögum síðan
To be fair. Max is the standard by which every Nor/Swe measure fast food by. McDonalds and BK is getting more and more like Max each year.
cnmmd qiuoo
cnmmd qiuoo - 4 dögum síðan
be slightly worse than the rest AND charge more.
Albin Johansson
Albin Johansson - 4 dögum síðan
well as a swede all i can say you americans have to mutch bread on the pizza we swedes like it thinn like propper italian pizza!
Albin Johansson
Albin Johansson - 4 dögum síðan
@cnmmd qiuoo yea same here live in Halmstad, Sweden dominos here is also overpriced here :S
cnmmd qiuoo
cnmmd qiuoo - 4 dögum síðan
I was looking at the cost of a Dominos Pizza in Majorna, Gothenburg, Sweden - 149 SEK for a cappriciosa. Pizzeria Cyrano next door is 122 SEK and Majornas krog is 102 SE
Tobi The Viking
Tobi The Viking - 4 dögum síðan
Its not really about equality as much as its about not being shafted by megacorporations.
뚱카롱 - 4 dögum síðan
Isn't pizza from America
Andreas Wessel
Andreas Wessel - 4 dögum síðan
In Sweden, Denmark and Norway it`s because there are good pizzerias all over and Domino`s is low quality and not that good pizza.
I guess there is not that many good pizza places in Iceland. Poor Iceland.
We eat a lot of pizza in Scandinavia (Norway, Sweden and Denmark) and use delivery. We have better options. Thank god..
Your Highness
Your Highness - 2 dögum síðan
Dominos in iceland is good quality. 8.7/10 should try
Magma Kojote
Magma Kojote - 5 dögum síðan
My local Dominos had disgusting Pizza. No taste at all, never understood its hype. Since then I really dont want to order Pizza at Dominos, even though I dont live in the same town anymore.
pvp979gaming - 5 dögum síðan
High labor cost hahahahaha Bruhhh joke of the year
kjokken0 - 5 dögum síðan
Hehe in 11:12 is my city in norway called Stavanger cool
1:56 ❤?