After 7 years, the last Domino's in Italy has reportedly closed. US company's delivery push fell flat in the land where pizza was born.

• Domino's is closing its last location in Italy after seven years of business in the country, Bloomberg reports.
• The pizza company once had plans to open as many as 880 stores in Italy by 2030.

Domino's tried to sell American-style pizza to Italians, and it didn't go over very well.

The pizza company has gotten the boot from Italy, with the last of its 29 locations there having closed, Bloomberg reported Tuesday.

The first Domino's in Italy opened in 2015, and the company hoped to differentiate itself with two things. The first was its delivery-heavy business model.

Former CEO Patrick Doyle said in 2014 that there was hope yet for a distinctly American pizza chain to thrive in Italy, the birthplace of pizza, because Italians didn't have many options for getting a pie sent to their door.

"There's a lot of pizza, but there's not a lot of delivered pizza," Doyle said. "So there may still be an opportunity."

When Domino's first set up shop in Italy, in Milan, Alessandro Lazzaroni, who headed up the brand's business in the country, said, "We will also leverage Domino's excellence in technology, being able to operate online delivery as nobody else, to bring to Italian people what is fully missing today: a very good local pizza served at home quickly and hot, which can be ordered online with few clicks and at a very competitive price."

The brand's American palate for pizza, combined with its adherence to Italian pie-making tradition, was supposed to be its second selling point in Italy.

"We will be using a recipe created by us, using locally-sourced wheat," Lazzaroni said when Domino's opened in Milan. "Everything else is purely Italian. We are purchasing all of our products from Italian producers. We've created our own recipe, starting for the original pizza recipe, with Italian products, like 100 percent tomato sauce and mozzarella, and products like Prosciutto di Parma, Gorgonzola, Grana Padano and Mozzarella di bufala Campana."

The Domino's Italy menu lists such American-flavored pies as a cheeseburger pizza, a BBQ chicken pizza, and a Hawaiian pizza.

At one point, Lazzaroni said he hoped to open 850 new Domino's locations throughout Italy by 2030, on top of the roughly 30 that already existed at the time.

But other competitors soon began taking a slice of the delivery pie, especially during the pandemic, when customers more frequently bought delivery. ePizza SpA, the Italian company that held the master franchise rights to run Domino's in Italy, blamed the closures on an "increased level of competition in the food delivery market," according to Bloomberg.

Domino's did not immediately respond to a request for comment.