American pizza chain Domino’s is set to open their seventh location in Groningen on the Florestraat in the Korreweg neighbourhood. With the arrival of the new franchise, according to Sikkom, Groningen will have the most Domino’s locations in continental Europe.
The seventh Domino’s location in Groningen means a pizza place for every 28,000 Groningen residents. Why is the company growing so quickly in Groningen? Well, students love pizza, and Groningen is not exactly lacking in that department.
KEI Week
Domino’s has business arrangements with the organisers of the KEI Week (introduction week for university students) and student associations like Vindicat and Albertus. The city also has little competition from other pizza chains.
The chain is popular in other Dutch cities: since 2006, Domino’s has opened more than 170 stores in the country. Amsterdam has one Domino’s for every 71,000 city dwellers and Nijmegen has one for every 87,000 residents. The pizza place is slightly less common in The Hague, which only has one Domino’s for every 175,000 people in the city.
The only other city in Europe with more Domino’s locations is London, which has 17 locations (one for every 508,000 Londoners).
American fast food
American food chains have been a staple in the Netherlands for years: McDonald’s, KFC, Burger King, Subway and Starbucks are common features in many Dutch cites. According to Metro Nieuws, 2017 was a boom year for American food chains opening or relaunching in the Netherlands, including Dunkin’ Donuts, TGI Fridays, Five Guys, Taco Bell and Pizza Hut.
