
I'm a little late in discovering this story, but a David and Goliath story, is always news, especially when a small independent bakery, David, defeats the mighty Goliath, McDonalds.
The locals of Altamura in Italy welcomed McDonalds at first.
Then the modern seemed to take over: McDonald's erected the huge arches on a pole near the old town center, jarringly near the 13th century cathedral, beaming yellow neon 24 hours a day.
Luca Digesu, opened a small bakery, Antica Casa Digesu next door hoping to "shake free some of McDonalds customers." His foccacia was the same price as a burger and the locals loved his food.
He soon developed a strong following with traditional local products such as Altamura bread.
In July 2003 Altamura bread was recognised by the European Union as a protected regional product.
Digesu's bakery business was helped by local anti McDonalds sentiment and media campaigns by those who wanted to preserve the old culture... a good example of customers being your strongest advocates.
McDonalds countered by offering free sch
ool visits, a TV for locals to watch soccer and special offers. But after the soccer game, customers simply moved next door for their favorite breads.
Eventually, McDonalds closed down due to lack of profitability.
Some towns boast they don't have a McDonalds or other fast food outlet, so maybe it's about the culture of a place too.
This story points to the importance of knowing whether your business is a good fit for your region and potential customers, before you set up.
While small independent businesses can change tack as they go, a franchise usually has less room to respond to local needs.
It's refreshing to see that a well managed small business can hold its own with the big guys. Score - David 1, Goliath 0, at least in one small town in Italy.








This is inspiring. Also thought provoking.
But my business is a blog so 'the local area' is the topic I blog on and other blogs on the same topic I guess. (It's a topical blog not a news or personal blog).
You've provoked me to think about how this could apply to blogging. Thanks
Posted by: Evan | March 15, 2008 12:31 AM | Permalink to Comment