If one day the purists of Italian cuisine decide to set foot in a McDonald's, they might be amazed to see - among the products offered by the American catering giant - a plate of Barilla pasta. McDonald's and the Bolognese company have, in fact, decided to work together. The Emilians will supply the fast food multinational with their famous pasta and, thus, Barilla pennette will be found in the salads of McDonald's (the temple of fast food restaurants).
Between now and the end of 2013, the sales forecasts for pasta salads will reach 2 million. The intention of the unprecedented partner of the Italian company is to extend the agreement to the rest of Europe, starting with countries associated with the Mediterranean diet (such as France, Spain and Portugal).
Behind this strange alliance between Made in Italy and the American brand par excellence, between quality and fast food, between tradition and modernity, there are the heavy imprints of the corporate strategies of the two different groups. On the one hand, the Emilians of Parma who want to grow by becoming more and more international; for Barilla, the agreement with the Americans is another step in the courageous growth prospects that should lead the group to double its turnover by 2020 (from 3 to 6 billion).
"For us, the agreement serves to open a new sales channel and to spread a healthier and more balanced diet - said the managing director Claudio Colzani - We already supply traditional catering but we want to adapt to the change in lifestyles and consequently test other avenues as well”. On the other hand, there are the McDonald's Americans who want to Italianize themselves and move away from the “unhealthy food” image many associate with their brand. Roberto Masi, managing director of Mc Donald's Italia, said that the group wants to "bring us closer to Italian tastes, flavors and habits".
