Photo: Sleeping.to.Dream, Flickr
by Catherine Donaldson-Evans
McDonald's is building its Roman Empire.
In Rome, the fast food giant introduced a new "McItaly" line of burgers made entirely with Italian ingredients, ABC News reported Tuesday.
Italy's Agriculture Minister, Luca Zaia, donned a McDonald's apron to help prepare the new fast-food fare, which includes two sandwiches and a salad.
One of the burgers has artichoke spread, Asiago cheese and lettuce -- all produced in Italy along with the ground beef and bread.
The other comes with Italian olive oil, onion and smoked pancetta. Lettuce, bresaola (air-dried salted beef) and Parmesan cheese make up the McItaly salad.
At the flagship restaurant near the Spanish Steps in Rome, banners waved declaring, "McDonald's speaks Italian" as the new McItaly line was announced by Zaia and the head of McDonald's Italia, Roberto Masi.
"This sandwich has great ambitions," Zaia said as he put together a burger with artichoke spread. "We want to give an imprint of Italian flavors to our youngsters."
About 1,000 tons of Italian agricultural produce will be used in making the new sandwiches each month at a cost of about 5 billion lire (US$3.6 million), Zaia said. He has come under fire from local farmers for conspiring with the mega corporation they consider to be their enemy.
"I will always defend farmers' markets, but the big numbers are in organized distribution, which is where 75 percent of Italy's agriculture goes," he said in defending the move.
The burgers will initially only be available in Italy for at least seven weeks starting on Wednesday, according to ABC. The hope is to sell 3.5 million of the sandwiches.
If the experiment is a success, McDonald's may offer the new line in countries other than Italy. Zaia wants the fast food made of Italian produce to be available around the world.
An Italian Parmigiano Reggiano hamburger already is on the menu at McDonald's restaurants in Italy, Switzerland and France.
[via ABC News]
1-27-2010 @4:06PM Shail said... They sell a McAloo Tikki in India as well.
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1-27-2010 @4:11PM doodoolemonque said... While at the train station with no time, I grabbed a burger at the McDonalds there. While no fan of U.S. McDonalds, one bite of the Italian version was all my mouth could tolerate. I have no idea what was in this thing, but it had no relationship to what I normally view as food. Punishment maybe. Food? No way.
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1-28-2010 @9:40AM Taunya said... Thats to bad doodoole... because it sounds McDelicious.
1-28-2010 @12:43PM JOEL said... WHY WERE YOU SUPRISED THAT MC CHIT DIDNT TASTE LIKE FOOD. THERE IS NOT ANYTHING IN MC CHIT THAT TASTES LIKE FOOD. AS FAR AS THEM SUING TO PROTECT THEIR NAME. I WANT TO SUE, FOR THEM USING ITALY IN THEIR SO CALLED NAMED (FOOD)?
1-28-2010 @9:02AM son said... Why in the world would you go to McD's Termini, unless to feed a 12 year old, when just steps away on the same side of the station is one of the most delectable pork sandwiches anywhere?
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1-29-2010 @12:43AM doodoolemonque said... Curiosity, my friend, simple curiosity. I know what a US McDonalds burger tastes like, though its been a few years since eating one. I was in the Florence train station, saw their sign and thought of home. Italian food in general, and Northern Italian specifically, has some of the best and freshest food in the world. But at that moment I made a quick choice. I have no idea what was in it, but it was simply inedible and the worst hamburger I have eaten anywhere, ever. I have no idea if this was their standard Italian burger and Italians everywhere have learned to love them, but by any standard, it was horrible.
I offer no apology for choosing that meal on that day at that time. McDonalds is no more or less evil than most other food giants. Most food "purists" I know eat a variety of products produced by a variety of multinational corporations. Where the founders of the small organic companies which were sold to large multinationals "evil" for selling to those who get their product to a greater market? Like most thinking people, I endeavor to eat locally produced food and enjoy its freshness. But others on this site have gone to great lengths to make some moral judgment about what a company should and should not do without the slightest knowledge of why they do it. They also do so without first revealing a complete and detailed list of their own transgressions. I, for one, no longer accept the moral judgments of others who do not first provide such a tally. I knew someone who, several years before committing a double murder, took great umbrage at McDonalds' ethics. I thought little about it until reading of his own crimes and began thinking it is far more useful to hold ourselves accountable, than to spend the energy of a rant on others choices. How many others who judge McDonalds and other companies so harshly, harbor their own transgressions? Those who wish may feel free to express themselves, but please don't bother expecting to be taken seriously without first accounting for the lovers on whom you've cheated; the creditors you've shorted; the pets you chose to let die rather than spend the money to treat; the cans of toxic paint you've purchased; the Starbucks coffee you've consumed etc.
1-28-2010 @9:02AM Brad said... I'm sure it still tastes like McPuke. Their food is garbage no matter what language it's translated into.
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1-28-2010 @10:13AM Angiebaby said... I love the idea of patronizing local farmers' markets when you can, but no, they cannot compete with large agricultural distribution giants. But then, they aren't meant to. One disheartening trend of this century is that local farmer's markets have become elitist. No longer are they a good deal on good products for the everyday good people. They offer organic products at organic prices. Great if you can afford it, or you own a local restaurant, but not really feasible for MOST American households. Instead of a bushel of green beans for $8, you find quart baskets of organic haricots verts for $3.99.
As for the McDonald's menu items in Italy? Some people have all the luck. Hell, we can't even get beef in the all beef hamburgers here....
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1-28-2010 @10:32AM Jay said... I love how everyone is such an expert who posts here. Now, while I respect everyone's right to their own opinion, please do not try to pass it off as fact.
"Angiebaby" - How do you know the the burgers at your McDonald's aren't all beef?
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1-28-2010 @10:46AM Meg said... BE CARFUL of what you say. The McLawyers are reading.
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1-28-2010 @10:51AM Chris said... Perhaps Italy should sue McDonalds for using their name ala McFest
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1-28-2010 @10:58AM sekoh2you said... Did they get permission to use the name of that country, if not Italy should sue them !!
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1-28-2010 @12:17PM McAL said... McScrew McDonalds
Team McFest
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1-28-2010 @12:20PM LinC said... I was in Milan, Italy, when the first McDonald's opened there (in a fancy shopping arcade). It was a big deal with long lines. A meal actually cost a lot more than we are used to paying so people would get dressed up to go. I think it's great that McDonald's is trying to change to local tastes. Maybe some of that will happen in the US.
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1-28-2010 @12:43PM Bob said... MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM GOOD !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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1-28-2010 @1:35PM RCT said... First the free coffee, now advertising sandwhiches unavailable in the U.S. No amount of publicity will cover up or deter the new boycott caused by the McDonalds corporate decision to persue Ms. McClusky and her McFest. Shame on You McDonalds. Jack in the Box was very good today.
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1-28-2010 @2:13PM Elise said... Just say McNo!
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1-28-2010 @3:09PM The King said... I want a Whopper
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1-28-2010 @4:13PM ginger said... McD McSucks. They r sueing a young lady whose surname starts with a Mc. She has a music fest for charity no less she calls McFest and McDonald's is Sueing HER for using the "Mc"! They think they OWN the "Mc" in Anything. I will Never buy there again. McD McSucks. Let us Ban McDonald's and Put Them out of Business!!!!
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