McDonald’s’ latest marketing strategy sees the introduction of a new ‘refined’ Italian themed menu featuring 2 new burgers and a dessert.
Marchesi, 81, has temporarily abandoned his restaurants in Milan, Paris and Rome in order to collaborate with the American food-giant.
The iconic 3-michelin star winner has created a new burger called the “Vivace” burger, consisting of bacon, salted spinach and marinated onions with mustard-seed mayonnaise.
The new menu appears to have no added nutritional benefits but aims to bring a taste of Italy’s finest cuisine to polystyrene burger-boxes across the globe.
The chef’s decision to work with McDonald’s is reportedly a result of a long-term ambition to tackle the young market.
“I simply asked what and where young people were going to eat,” Marchesi said, “which led to my decision to team up with McDonald’s.”
The chief executive of McDonald’s Italia told interviewers he could barely contain his excitement, describing the collaboration as a ‘dream come true’.
Others have not been quite as complimentary, with president of the Italian Slow Food movement, Roberto Burdese, describing the move as a ‘cynical marketing ploy’.
Marchesi’s move to McDonald’s has come just weeks after studies identified Italy as having the highest proportion of overweight children in Europe.
More than 1/3 of Italian children are either obese or overweight by the age of 8.
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View the original article at The Independent