Saturday, February 13, 2010

The McItaly: a “monstrous act of national betrayal?”

the McItaly
McDonalds has created a special burger just for Italy: a beef patty, Asiago cheese, and artichoke spread all wrapped up in an Italian flag. The Italian government has endorsed the burger and the agricultural minister, Luca Zaia, is touring the country promoting the creation and the local Italian ingredients of which it is made.

Watch the BBC's coverage: The 'McItaly' burger row and leave a comment here. (I wanted to embed the video, but the only available versions were in Italian without closed captioning).

Just like in the Russian McDonalds case study, a multinational company uses local ingredients to create a specialty product and appeal to a feeling of nationalism, but will this approach be as successful in Italy?

2 comments:

  1. I was surprised to see a guy grilling up that beef patty. I thought they just put them in mechanized ovens of some sort. Also wow that spokesmen for McDonald spouted a lot of crap. There is no way they introduced this product for the purpose of young adult education.

    ReplyDelete
  2. On a side note, in Rome there was only one Burger King. But there were more than 20 McDonalds (including right across from the Pantheon). Burgers were rarely on the menu, and when they were, they looked like what is pictured above!

    ReplyDelete