When McDonald’s iconic Golden Arches first arrived in his native Italy in 1986, Domenico Di Carluccio joined a long line of curious customers, eager to try his very first Big Mac.
Twenty-six years later, Di Carluccio franchised the first of six McDonald’s restaurants he now owns in Rome. For him, fulfillment comes not only in entrepreneurship, but in giving back to his community through free meals for those in need, volunteer projects, employee support programs and more.
“If you want to be happy on top of successful, you have to look for a company that has your same values,” he says.
Di Carluccio is one of over 1,400 franchisees in Europe that McDonald’s is empowering with a global network of expertise, brand marketing, supply chains, funding and other resources so they can lead innovation and drive local impact.
“The franchise business has been part of McDonald’s DNA since our foundation,” says Dario Baroni, president of International Developmental Licensed Markets (IDL) at McDonald’s. “It became even more critical when we wanted to expand in Europe, allowing us to get closer to customers through local entrepreneurs who already know their communities well—ensuring we can understand and celebrate the rich mix of culinary traditions, tastes and cultures to be found on the continent.
“Besides universal needs, our franchisees help us understand the highly valued local priorities we should focus on. For example, providing the right affordable, quality food to our customers is a big focus for us. Franchisees play a crucial role in making sure that every meal we serve provides value for money.”
From putting books on Happy Meal menus to forming long-term partnerships with local farmers to building autism-friendly restaurant zones, McDonald’s franchisees across Europe are making positive change in their communities.
McDonald’s is highly localized. Having a franchising business of people—entrepreneurs—deeply rooted in their local community enables us to be more agile and effective in answering those local needs.”
Dario Baroni
President, International Developmental Licensed Markets (IDL), McDonald’s.
