The McItaly Big Mac Draws the Ire of Italians
Michael Hines — March 7, 2010 — Lifestyle
I don't know what to make of the McItaly. It seems like a tasty treat: a burger made with artichoke spread, Asiago cheese and lettuce, all grown in Italy. But Italians hate it. And if Italians hate it, I am obligated to hate it.
My semi-Italian blood is boiling right now. The McItaly is a smart marketing idea, but Italians take their food super seriously. They don't fark around when it comes to eating.
Maybe the McItaly will become a shinning symbol of Italy, like ancient Rome. Or it could go down as a big black eye, ala Mussolini. This one will be interesting to follow.
My semi-Italian blood is boiling right now. The McItaly is a smart marketing idea, but Italians take their food super seriously. They don't fark around when it comes to eating.
Maybe the McItaly will become a shinning symbol of Italy, like ancient Rome. Or it could go down as a big black eye, ala Mussolini. This one will be interesting to follow.
Trend Themes
1. Localized Fast Food Menu Items - Fast food chains are experimenting with localized menu items to cater to specific countries and cultures.
2. Cultural Appropriation in Marketing - As companies try to cater to specific cultures, there is a risk of cultural appropriation and negative backlash.
3. Food Culture Identity - People take food culture seriously and it can be a point of pride or offense when companies try to market to specific cultures.
Industry Implications
1. Fast Food - The fast food industry is constantly evolving their menus to stay relevant and meet the demands of different cultures.
2. Marketing and Advertising - Marketing and advertising plays a critical role in localizing and promoting fast food menu items to specific cultures.
3. Food and Beverage - The food and beverage industry is intertwined with cultural identity and companies need to be careful when marketing to specific cultures.
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