McDonald's woos France with camembert burger
Dan MacGuill · 13 Feb 2013, 07:08
Published: 12 Feb 2013 13:57 GMT+01:00
Updated: 13 Feb 2013 07:08 GMT+01:00
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The camembert burger, set to be available in French McDonald’s restaurants for the next two months, is part of the American fast-food giant’s third annual “Great Cheese Temptation” campaign.
In addition to camembert, sandwiches and burgers featuring French cheeses comté, raclette and goat’s cheese will also be added to the menu at McDonald’s.
Last September, ‘McDo’ as it’s known in France, began offering a classic French breakfast – a croissant with butter and jam – and recently launched their ‘McBaguette.’
As far back as 2009, the chain also gave the ‘Big Mac’ a Gallic twist, by serving it on ‘pain complet,’ a traditional French style of bread.
According to McDonald’s managing director in France, Nawfal Trabelsi, there is a logic behind these campaigns.
“[It’s part of] that intersection we’re constantly trying to find between our forté, the hamburger, and the culture of French food,” he told French radio RTL.
France, fast food and the Americans have not always shared this kind of mutual cultural understanding. In 2003, with the French government opposed to the invasion of Iraq, the U.S. Congress voted to change the name of its cafeteria's 'French fries' to 'freedom fries,' a move they reversed in 2006.