18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

The .pizza TLD is intended to serve pizza producers, restaurants, retailers and consumers.
Pizza, a traditional food of Italian tradition, is very popular worldwide. Pizza shops – the primary intended customers for the .pizza TLD - are located in almost every country with new shops opening every year. In many locations, especially in the US, a local version of pizza has been created over the years (e.g. Chicago-style Pizza, New York-style Pizza). Take away are also wide spread. One reason of this popularity of this food is surely related to the fact that pizza is an economical food and its taste can be personalised with local toppings.

One characteristic of the word pizza is that it doesn’t change in other languages but the term itself has been adopted by several dictionaries as neologism. This characteristic is very important for the diffusion of the concept of a gTLD.

Besides pizza shops, the pizza industry represents a huge business especially in the frozen segment. Multinationals like Nestle and Dr. Oetker group are focusing on the frozen pizza business.

Another use of second level domains would be related to the location of pizza shops, so domains like nyc.pizza or london.pizza would help Internet users to easily find a shop or a take away in their location, through the creation of specialised web portals.

This domain is also suitable for restaurants, especially Italian restaurants that offer pizza in their menus, even if pizza is not their main dish. In fact this word is only five letters long and its typing is quite immediate due to the fact that it contains a double letter and that position of letters is ideal on qwerty keyboards.
The alternative .restaurant is very long and difficult to write on keyboards.

Similar gTLD applications: (0)