"The baker who beat McDonald's
From Richard Owen in Rome
AFTER a five-year battle, the fast-food giant McDonald’s has retreated from a southern Italian town, defeated by the sheer wholesomeness of a local baker’s bread.
The closure of McDonald’s in Altamura, Apulia, was hailed yesterday as a victory for European cuisine against globalised fast food.
Luigi Digesù, the baker, said that he had not set out to force McDonald’s to close down in any “bellicose spirit”. He had merely offered the 65,000 residents tasty filled panini — bread rolls — which they overwhelmingly preferred to hamburgers and chicken nuggets. “It is a question of free choice,” Signor Digesù said.
His speciality fillings include mortadella, mozzarella and eggs or scamorza cheese, eggs, basil and tomato, as well as fèdda, a local version of bruschetta — toasted bread drizzled with olive oil and salt and covered in chopped tomatoes.
McDonald’s opened in a piazza in the centre of Altamura, 45km (30 miles) south of Bari, in 2001, infuriating devotees of traditional Apulia gastronomy such as Peppino Colamonico, a doctor, and Onofrio Pepe, a journalist. They campaigned against McDonald’s as the Friends of Cardoncello, named after a southern Italian mushroom."
silly me
17 hours ago


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