Welcome to European Tribune. It's gone a bit quiet around here these days, but it's still going.
There are, amongst many others, three major facts that have helped McD to become an economic success in France and Italy.

  1. McD has taken great care to open their munch joints in the most central and prestigeous parts of Rome, Florence, Milan, Naples, Venice, Paris and Lyon etc.. These parts were traditionally no-go areas for working class kids from the cities peripheries. McD has made a phenomenal effort to offer these poor, disenfranchized kids a new opportunity to rediscover the beauty of their cities centres on a small budget. All the cinemas, museums, beautiful squares, historic buildings and parks! A guy from Centcelle in Rome can now take his Vespa on a Tuesday night and invite his girlfriend to go to the movies, which cost half price, and have a romantic tete a tete in the McD at the Spanish Steps. The McD all inclusive night out formula will cost him 25 Euros. The classic Italian bourgeois formula bar - cinema - ristorante will cost him 120 Euros.

  2. McD does serve all clients as equals. They follow the democratic principle that every citizen deserves the same respect. Paris inner city restaurants are totalitarian. They despise equality and cherish the aristrocratic culture of class difference. Their staff behaves like strict schoolmasters who have to give out notes and little favours to their customers. They expect the customer to know their wine card and to formulate an opinion on the menue. McD on the other hand is not treating the clients with such arrogance. Indeed they promote a communist policy, that is, that the quality and preparation of the meals and drinks don't need to be questioned by their guests. The guest can relax. Their clients are not drawn into competing with each other (tabel versus table) for the best display of food and the most expensive drinks. Why? Because the McD concept - furnitures HIDE the drinks and the food from the eyes of other guests situated in the proximity of your table. Instead they promote the social interaction between the guest, who have free eye contact and can cherish the group dynamics of the other costumers.

  3. McD munch joints in Rome dedicate their Thursday evening activities to cultural events. These are gratis and deal, as do the frequent art exhibits on their premises, with historical facts of the neighborhood. (Piazza di Spagna, Piazza della Repubblica, etc. pp.)

In one sentence: Macky Dee has given the historic city centres back to the poor and allows them to become, again, protagonists in the public space of their nation's capitals.

Quick learning point: Democracy - as practiced by McD - always wins the support of free citizens!  

"The USA appears destined by fate to plague America with misery in the name of liberty." Simon Bolivar, Caracas, 1819

by Ritter on Mon Jun 26th, 2006 at 10:21:34 AM EST


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