date:Jan 15, 2013
share of more than 10 percent of the 'informal eating out' sector, which excludes top restaurants, its share in Italy is just 2 percent, with a target of 3 percent by 2015.
Masi said that since the start of the financial crisis McDonald's had won customers in Italy by localising its offering, making sandwiches with crusty bread stuffed with Parmesan cheese and sliced ham.
Still, McDonald's investment pledge met scepticism in some quarters, showing the group still has a cultural hurdle to clear