Blog: Holy war on the Golden Arches

Catherine Sleep | 10 January 2006

Staying with Italian fastfood, an Italian baker who did the unthinkable and put a McDonald’s branch out of business has become a hero of the Slow Food movement.

Luigi Digesù (meaning “of Jesus”) took up a site adjacent to a McDonald’s outlet in Altamura five years ago. His bread and pizza products proved so popular that customers flooded into his store, ignoring its globally famous neighbour, which was eventually forced to shut up shop.

Sniffing success, DeGesu has hired an assistant, thus doubling the size of his workforce. There is even talk of a second store.

So it’s early days, but as the saying goes, “Tall oaks from little acorns grow”.


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