The “McItaly,” hawked with the slogan “McDonald’s speaks Italian,” is made entirely of Italian DOP products (Protected Designation of Origin) and the meal’s ingredients make up the colors of the Italian flag — red, white and green.
“We’re out to defend our identity and the ‘Made in Italy’ trademark,” Agriculture Minister Luca Zaia said in a statement, adding that the venture was designed to “promote the taste of Italy,” particularly to young people.
“We want to give an imprint of Italian flavors to our youngsters,” he said.
But the flag-flying burger, which comes with a choice of artichoke spread and Asiago cheese or onion, lettuce and smoked pancetta, has come under heavy criticism by food critics both in Italy and abroad.
- Grinding It Out: The Making Of McDonald’s
- McDonald’s: Behind The Arches
- Everything I Know About Business I Learned at McDonald’s: The 7 Leadership Principles that Drive Break Out Success
- None of Us is As Good As All of Us: How McDonald’s Prospers by Embracing Inclusion and Diversity
- Biography – Ray Kroc: Fast Food McMillionaire (DVD)
- Golden Arches East: McDonald’s in East Asia, Second Edition
- My Secret Life on the McJob: Lessons from Behind the Counter Guaranteed to Supersize Any Management Style