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Why Domino’s Pizza is exiting Iceland, Norway and Sweden


Iceland is a notoriously tough market for international fast food chains to break into. Domino’s has been the exception — the American pizza chain has 37.6% market share in Iceland’s fast-food industry, according to Meniga.

But that affinity doesn’t extend to other Nordic countries. In Sweden and Norway, Domino’s is struggling.

Domino’s Pizza Group, the UK-based franchise of American chain Domino’s Pizza Inc., operates restaurants in Iceland, Norway and Sweden. In October 2019, Domino’s Pizza Group announced it would exit those countries. Norway and Sweden haven’t been profitable markets for Domino’s, and are in different stages of development.

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