When I first saw this article last night, I thought it was a joke. But no, it’s not.
McDonald’s is coming to the Louvre.
You know they all want a Big Mac...
That’s right. Well, not exactly to the museum itself. The company is planning to open a restaurant in the Carousel, the underground shopping area between the Louvre-Rivoli metro stop and the entrance to the museum. This area is already full of shops and a food court. There’s even a Starbucks there, which I’ve never stopped at, but which is always packed.
Still, of course, the decision to open the fast-food joint at the doors of the world’s most famous art museum is provoking some “outrage” and a lot of bad puns in newspapers all over the world.
Meh.
What’s the big deal?
I mean, other than the greasy McDonald’s smell that will no doubt waft through to the museum’s entrance (not really what I want to smell when I’m gettin’ my art on).
There are McDonald’s all over France. It’s hardly like this is some new, crass, corporate American invasion of Paris, Capital of World Gastronomy.
I’m much more annoyed by reports I’ve read in the past about McDonald’s trying to open outlets near the Aztec ruins in Mexico, or on the plaza in Oaxaca. But this? Is it that big a deal?
When I first moved here, I was shocked to see so many McDonald’s, actually. Even more surprising is on Friday and Saturday evenings, they are packed!
So I learned more about this while reading a fabulous new book, “Au Revoir to All That: Food, Wine and the End of France,” by Michael Steinberger. The book contains a very eye-opening chapter about McDonald’s in France. Not that Steinberger is exactly praising the chain’s proliferation in the country (France is the second-most profitable market for McDonald’s, after the U.S.A) but he explains why it’s such a hit among French people, and he takes a very balanced approach to looking at the benefits, and problems, coming out of the company’s operations there.
Among the tidbits I picked up from the book:
* McDonald’s European operations are run by a Frenchman, and many people think he will be next in line to take over the entire Chicago-based company. Yes, a Frenchmen could someday run McDonald’s.
* Retirees are among the chain’s most loyal clients in France.
* French McDonald’s sources 75 percent of its ingredients domestically.
* French people visit McDonald’s in their own, very French way. Americans, for example, visit McDonald’s more often than do the French, at all hours of the day, frequently alone, and they opt for takeout 70 percent of the time. The French spent more money per visit, come in groups more often, and they do 70 percent of their eating during regular lunch and dinner hours.
* McDonald’s purchases their macarons for their McCafes from the same company that owns the famous Ladurée bakery.
*By 2005, more than 40 percent of all French were considered overweight or obese, a figure that had doubled in less than a decade and which is rising by more than 10 percent annually. On a per capita basis, if that trend continues, the French will rank up there with the Americans in terms of obesity by 2020. Is this McDonald’s fault? No, no one is sying that.
*By 2007, McDonald’s had nearly 50,000 people on its payrolls in France, making it the country’s largest private sector employer. Also, in 2006, McDonald’s was ranked the 8th best company to work for in France.
*Many of the company’s outlets are in predominantely immigrant neighborhoods where unemployment rates among youth are often as high was 50 percent. It provides jobs for many of they young people there. I’m not really sure if I buy this, but listen to what Steinberger writes about October, 2005, when the suburbs around Paris exploded in riots, with young people torching many cars and trashing local businesses.
“McDonald’s outlets were generally spared. “We were very protected,” Henneguin (head of European McDonald’s) told me. “The kids would say, ‘ Hey, my sister works there. ‘ We’ve rarely been hit.”
McDonald’s, in his view, was helping to assimilate a large and rapidly growing immigrant population that generally felt marginalized in French society, and it was promoting diveristy and solidary in a country that badly needed more of both. .. “In alot of these neighborhoods, there arent alot of options. McDonald’s is one of them,” he said.
He went on to explain that McDonald’s tries to maintain certain ethnic and racial balances in their outlets, and will sometimes even send workers to different neighborhoods in order to achieve this goal.
It’s interesting to know all these facts about French McDonald’s. Now, does that mean I want to eat a Big Mac at the Louvre? No. I want to go to Cafe Richelieu, in the Richelieu wing of the museum, and eat outside on the terrace overlooking the glass pyramid.
But, you know, if I’m a mom visiting with her family of four from, say, Minneapolis, and I don’t have a ton of money, and I want something quick to eat before seeing the Mona Lisa with my kids – maybe I would go for it. I know it’s hard to find inexpensive food in Paris, especially around the tourist sites. Not everyone has the time, or the money, to visit the town’s best bistros. And, frankly, some people don’t want to.
To each his (or her) own.
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