Different categories of items. Starbucks is fine for syrupy dessert delivery mechanism. McDonalds is new category done well enough. But with pizza in Italy you need to compete with multiple similar options in same category. Dough with some toppings and even optionally cheese or not cheese and tomato or not tomato on top of it. Reasonably good products, with reasonable prices with reasonable availability.

For growing chain competing with anything is hard.