by Eleonora Anello
Wars of brand name and restyling of the image. The new year promises to the multinational of the hamburger McDonald's quite intense.
The U.S. giant, in some European countries, is gradually changing the background of his logo. From red, a colour that distinguishes it from always, to green, to highlight its commitment to the nature and the environment. The famous golden arches have already been lying on the renewed background in the McCafè of the United Kingdom, France, Germany and Switzerland.
New products, innovative technologies and designs are constantly upgraded and they are the three key elements which focus on the marketing strategy of McDonald's. The renovation, now, embraces also the communication, through a new combination of colours of the logo that will reflect the quality choices of McDonald's, sending out at a consumer that, not even to say, winking to the environment. For someone could be a risky choice, since the fast food chain has always been targeted by environmentalists.
To watch over on McDonald's logo a careful group of lawyers who, in a letter sent to the centre of Rivoli, Turin hinterland town, has warned Mr. Graziano Scaglia, 39, farmer, found guilty of open “Mac Bün Slow Fast Food” (in Piedmontese "Only Good"), a “agro-burger” where sandwiches are served with meat of his animals, vegetables and cheeses from the farms of the area, artisan bread and wine of Monferrato. According to the lawyers of the famous chain, Mac Bün remembered too much the name of their client. Whether this new business, excellent example of short chain, receives a good success serving daily 300 hamburgers, the dispute could be even fiercer. So, this is only a clash brand or the giant of the meatball fears another? In this connection comes to mind the story of bakery of Altamura (Bari), become a legend, mainly thanks to the media, as well as screenplay. For those who still don’t known, it all started on 2001, when Mr. Luca Digesù opened a bakery next to the new McDonald's with the hope of intercepting customers. The fight lasted a year and a half and then the multinational had to close in favour of the "local pride gourmet": pizza and flat breads.
Waiting for the end of the dispute between the brand, the agri-burger opened with a censored version of its logo: "M ** Bün ". And while the turnovers continue to grow, we can not deny that anyone in against McDonald's, at least in Italy, can not help but be radiated from his epic aura. Maybe Mr. Scaglia had already noticed it: mocking the great giant has not done anything but gain in notoriety. But he denies: «I never imagined to trigger this international controversy, I never wanted compete with a multinational. I only used a refrain very common in our dialect. The choice was due to the fact that we are very attached to our territory. In fact, even the names of the sandwiches are in the Piedmontese. We are workers and we have no interest in legal affairs. So, at the moment, we remain censored. In the future we will see».
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