![]() Ours, though, didn’t have to catch killers-its single goal was to turn Brighton into a strong winner. So at the beginning of 2019, Kirill Vyrypaev put together a special task force-like the ones they have in the movies. We needed to turn things around at Dodo Pizza Brighton if we wanted to move forward with our plans for the UK. At the same time, Dodo Brighton had made it onto the Top 50 pizza places in the UK list. Its monthly sales had never exceeded £15K (which put it at the lowest end of our Store Sales Ranking). So his ambition was modest: to test the concept and to survive in the competitive UK market. Back then, we couldn’t allocate enough resources to support him. He opened this very first Dodo Pizza in the UK at his own risk. ![]() It was launched by our partner Konstantin Yudintsev in 2017. Dodo Pizza Brighton: our very first pizzeria in the UKīack then, we had only one pizza shop in Great Britain-in Brighton, a seaside town south of London. There was also an argument that opening an office in London and then launching a corporate chain in the UK could also allow us to be right in the thick of it-close to the place where many food trends are born and to the best talent in the QSR industry. Even if this strong competition doesn’t push down prices, there should be room for a new player. Our closest competitors-Domino’s and Papa John’s-have more pizza shops in the UK than in any other country in Europe. For example, the smallest pepperoni pizza might cost you around $10 (compared with $5.70 in Germany and $6.84 in France). Our CFO and head of EMEA, Kirill Vyrypaev, also pointed out that pizza prices in Great Britain trend high-which is a good thing. And the pizza market here is as trendy as it is in America. ![]() Developing in an English-speaking country is easier for the team. The UK is closer to us and it’s one of the largest economies in Europe. We already had three active pizzerias in Tennessee and Mississippi in the States, but the distance between Moscow and Memphis proved to be a significant hurdle.
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