When McDonald's made an Austrian whopper


IF THE head honchos at McDonald's UK are feeling a little deep- fried as some of their customers prepare to emulate their US counterparts by suing over being scalded by hot drinks, they might derive a little comforting schadenfreude from the unfortunate experience of their Austrian colleagues.

In an effort to reassure customers about the national credentials of beef used in their meals following the BSE scandal, the good burghers of the fast-food chain commissioned a special map of Austria on an underlay for the trays used in their restaurants. The map was intended to show a McDonald's product in each of the administrative regions of the country. As the company itself said: "McDonald's use the paper underlays to inform customers of new products."

Some new product. The trouble was that the map depicted the boundaries of Austria as outlined by Adolf Hitler in 1938 - the year of Anschluss.

The country was divided into seven administrative districts and included the "annexation" of Vorarlberg with Tyrol, and the fusion of eastern Tyrol with Carinthia - a concession that Hitler had planned to make to Mussolini. Nor was the Austrian capital, Vienna, to be found anywhere on the map.

According to the local Kourier newspaper, the company first dismissed the map as a "harmless joke". However, it wasn't long before their (now ex) head of marketing, Barbara Enzinger, was quoted as admitting that it was an "unhappy combination of embarrassing coincidences by the creative department".

Gerhard Martinek, from ad agency Heyer and Partners who were commissioned to produce the map, explained that the German graphic artist responsible for the error was not as up-to-scratch on the local geography (and, it would seem, the history) as might have been desired. "It was a bloody stupid coincidence - but we don't wish to offend anyone by any allusion to the Nazis," he said.

McDonald's Austria were, of course, profuse in their apologies and the 75,000 maps that had been printed were destroyed immediately. They missed, however, the most obvious defence of their good intentions - Hitler, it should be remembered, was a vegetarian.

BUNHILL, let no one doubt it, dines on nothing but the finest British beef and, as regular readers will be well aware, there is nothing spongy about the brain residing just below my wig. However, I am more than happy to pay tribute to the late Linda McCartney, who was a tireless campaigner for the vegetarian cause. The frozen meals that bear her name go from strength to strength. Geoff Plasket, spokesman for United Biscuits Frozen and Chilled Foods Ltd, which manufactures the McCartney foods, was happy to tell me that sales are up by 25 per cent on last year. But, I would suggest, they are missing a marketing trick by not selling the meals in Italy.

Shortly after Lady McCartney's death, the commissioner for education in Rome, Fiorella Farinelli, declared that Rome's schoolchildren would, as a mark of respect, eat vegetarian lunches only on a special "Linda Day" - and thus they did. "It is important to reflect on the message spread by this woman," said Ms Farinelli.

Buck up, UB Frozen and Chilled, there's money to be made. Mr Plasket's company would do well to reflect on the words of DH Lawrence who wrote (in Sea and Sardinia, in 1923): "Italy is so tender - like cooked macaroni - yards and yards of soft tenderness rolled round everything." As for Bunhill, Lady Chatterley's liver was always more my kind of thing.

A breath of fresh air

RICH food, rich food ... how to keep the mouth smelling sweet. Clorets, the breath-freshening chewing gum people, are putting an interesting reverse spin on the, ahem, halitosis question, by offering free curries to their loyal chewers. Will this catch on, one wonders? Can we now expect bottles of Listerine to come with 20 Rothmans? Will cloves of garlic only be sold in conjunction with sprigs of parsley?

(Incidentally, I cannot vouch for the efficacy of the parsley method - it comes from a colleague who is a regular contributor to these pages. Readers who discern the unedifying whiff of a heavy night on the tiles on some pages can draw their own conclusions. It would be unchivalrous of me to name him, save to say he is a very caring, sharing kind of chap.)

Start your day with The Independent, sign up for daily news emails
ebooksA celebration of British elections
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

SThree: Trainee Recruitment Consultant - Swiss Banking and Finance

£20000 - £25000 per annum + Uncapped commission: SThree: Can you speak German,...

Ashdown Group: Marketing Executive - 6 month FTC - Central London

£25000 - £30000 per annum + benefits: Ashdown Group: An exciting opportunity f...

Ashdown Group: Junior Project Manager (website, web application) - Agile

£215 per day: Ashdown Group: Junior Project Manager (website, web application ...

Guru Careers: Software Engineer / Software Developer

£40-50K: Guru Careers: We are seeking an experienced Software Engineer / Softw...

Day In a Page

Fishing for votes with Nigel Farage: The Ukip leader shows how he can work an audience as he casts his line to the disaffected of Grimsby

Fishing is on Nigel Farage's mind

Ukip leader casts a line to the disaffected
Who is bombing whom in the Middle East? It's amazing they don't all hit each other

Who is bombing whom in the Middle East?

Robert Fisk untangles the countries and factions
China's influence on fashion: At the top of the game both creatively and commercially

China's influence on fashion

At the top of the game both creatively and commercially
Lord O’Donnell: Former cabinet secretary on the election and life away from the levers of power

The man known as GOD has a reputation for getting the job done

Lord O'Donnell's three principles of rule
Rainbow shades: It's all bright on the night

Rainbow shades

It's all bright on the night
'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

Bread from heaven

Dutch survivors thank RAF for World War II drop that saved millions
Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

How 'the Axe' helped Labour

UK will be 'run for the wealthy and powerful' if Tories retain power
Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

The price to be paid for challenging the rule of extremists

A revolution now 'consuming its own children'
Welcome to the world of Megagames

Welcome to the world of Megagames

300 players take part in Watch the Skies! board game in London
'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

Charlotte Gainsbourg on 'Nymphomaniac'

Starring in one of the most explicit films ever
Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

Robert Fisk in Abu Dhabi

The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

Vince Cable exclusive interview

Charging fees for employment tribunals was 'a very bad move'
Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

Iwan Rheon is returning to his Welsh roots

Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

It's time for my close-up

Meet the man who films great whites for a living
Increasing numbers of homeless people in America keep their mobile phones on the streets

Homeless people keep mobile phones

A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before