SWEDEN – Domino’s Pizza, the pizza brand has arrived in Sweden with the formal opening of the first of its stores in the city of Malmӧ.
According to the company, the store adopts an “open theatre” format to showcase Domino’s fresh dough and ingredients to customers, as well as pizza making skills of the team at the store.
The store offers a mostly traditional Domino’s menu, although a “Swedish meatball” pizza is available and expected to be very popular.
Domino’s Pizza Group PLC (DPG) acquired significant minority interests in the master franchisees for Domino’s Pizza in Iceland and Norway, as well as Sweden in June 2016.
DPG plans to open a further five to six stores in Malmӧ this year, followed by a first store in Stockholm in early 2018.
The Group believes the Swedish market has a capacity to operate 125 Domino’s stores.
The store’s official opening event was attended by senior executives from DPG, Domino’s Pizza Inc and the Icelandic, Norwegian and Swedish Domino’s businesses.
David Wild, Chief Executive Officer, DPG commented: “We are delighted customers in Sweden will be able to experience our fresh, handmade pizzas for the first time, including our new ‘Swedish Meatball’ pizza designed in celebration of our entry into the market.
Working closely with our local partner, we believe Sweden holds great potential for the Group, and we look forward to increasing the number of Domino’s stores, so even more people can enjoy our great tasting pizzas.”
In November 2016, DPG announced it had identified opportunities for a total of 400 stores outside the UK (excluding the Group’s joint venture in Germany).
The Group also increased its long-term store target for the UK to 1,600 stores, reflecting its successful strategy of splitting territories to improve efficiency and service to customers.
January 20, 2017.