Friday, January 06, 2006
A victory for good food
The McDonald's in Altamura, Apulia, Italy has closed down after five years because it can't compete with the sandwiches provided by a local baker. Luigi Digesu offered panini with speciality fillings include mortadella, mozzarella and eggs or scamorza cheese, eggs, basil and tomato, as well as fedda, a local version of bruschetta - toasted bread drizzled with olive oil and salt and covered in chopped tomatoes."There was no marketing strategy, no advertising promotion, no discounts," Il Giornale commented. "It was just that people decided the baker's products were better. David has beaten Goliath."
The queues outside the bakery grew longer while McDonald's gradually emptied, despite the best efforts of Ronald McDonald, the mascot clown, changes of management, children's parties and special offers.
This is the sort of news item that leaves me with a warm feeling. We want to move to Italy as it is, maybe now we've found the town to go to.
Technorati tag: Food, Italy, Panini
Labels: Local Food
posted by I at 12:33 pm
