Saturday, February 13, 2010
The McItaly: a “monstrous act of national betrayal?”
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?