October 19, 2012

Hamburgers Or Luxury Bags? McDonald’s Vs. Prada

If you were to choose, what would yo prefer – fast food or high fashion? A juicy burger or a stunning dress straight off the runway?

The world’s most famous fast food chain – McDonald’s, is battling Italy’s most famous fashion house – Prada, for a spot in the Galleria Vittorio Emanuele II in Milan.

According to a report by Financial Times, Roberto Masi CEO of McDonald’s Italy, states that the city’s decision of evicting the restaurant from the Galleria is unfair (the city of Milan is the owner of the shopping centre), given that it has fixed an “unfair public tender with clauses they could never meet, such as calling for a business showing excellence in innovation, technology and communications”, along with the fact that McDonald’s is the only business in the Galleria not to receive a right of first refusal on a new rental contract. Ergo, the fast food place is suing the city of Milan for €24million in damages.

The restaurant concerned has been a part of the shopping arcade for the last twenty years, during which it has become the third most visited McDonald’s in the country, surpassed only by the one located at the base of Rome’s Spanish Steps and the one in Milan’s Pizza Duomo.

For Prada, on the other hand, a spot in the Galleria Vittorio Emanuele II is a problem of prestige. In case McDonald’s loses the lawsuit and is evicted, the Italian brand will stand alongside a series of other famous labels, such as Louis Vuitton or Gucci.

With a revenue of €2.15 billion in 2011, Prada currently has over 250 stores worldwide, including one in the Galleria Vittorio Emanuele II. But hey, you can never have to much fashion, can you?

Photos courtesy of: university2night.it, galleriamilano.wordpress.com, mmm.dk