It was hardly a conventional move for a gastronomic French chef with a CV studded with Michelin restaurant stars.
"For me this is a dream — I am head chef in gastronomy, and when I created my business the first thing I wanted to do was work with McDonald's," said Pichot, 33, whose country is little short of waging war on take-away food and where farmers' activist José Bové once burnt a McDonald's outlet to the ground. [Actually, JB and his comrades took the building apart.]
"A Chateaubriand steak with foie gras and lashings of butter, with red wines and hyper-fattening desserts, even if the restaurant has three Michelin stars, that can be 'malbouffe'," he says. Malbouffe, or bad grub, is the French term for junk food; coveted Michelin stars are awarded to top gastronomic restaurants by French tyre maker Michelin.
"There is not more fat in a McDonald's hamburger than there is in a cheesecake, or full-butter croissant, or a luxury pastry by (leading French patisseur) Pierre Herme."
"No one forces a consumer to eat three hamburgers with three serves of fries and two litres of Coke," he said.
"McDonald's has an American image and that doesn't please everyone, but for me it isn't necessarily associated with eating badly. It's simply a question of being adult and knowing how to eat properly, and after that it's up to you what you choose." …
(Merci to Gregory Schreiber)