QUALITALY

JUN. JUL. 2016

MAGAZINE

World Health Organization, the

health damage caused by red and

processed meats, IRI has detected a

decrease of 16 million euro in sales

in the large-scale distribution in just

one week. And in 2015 household

purchases fell by 9% for fresh pork,

6% for the beef and 1% for chicken

and meats, recording one of the

historic lows since the beginning of

the century, according to Coldiretti.

Yet, in this desert of numbers there

is a happy island, and is called

hamburgers. Which now we can

be divided into two categories,

the fast food, in the hands of large

American chains (see box), and

the so-called “gourmet.” It is more

interesting, because it provides the

higher margins and is particularly

appreciated by the modernist no

customer, increasingly attentive to

the quality and origin of food.

“I do not like the

gourmet

definition,

we say that we started early, in

2011, to propose a good burger -

explains Clelia Martino, Development

Manager Sebeto Group, owner of the

trademarks Rossopomodoro, Anema

& Cozze, Rossosapore and Ham Holy

Burger and last arrived dedicated

to chicken, chicken Coq Nice. What

is the recipe for success Holy (now

with eight rooms in Italy and one

in London)? “First of all about the

meat, we were the first to use a Slow

Food Presidium, the meat Fassona

Piedmont La Granda Sergio Capaldo.

It means that we know about that

meat around the breeding location

and animal nutrition. A quality we

insure to the customer. And the word

of mouth of those who have tasted

it is proof of our message. It’s a way,

in short, to identify the product and

provide its quality assurance. Then

there are the fresh not frozen potatoes,

selected in Abruzzo, and 50 types

of beer”. But also the link with local

products, another large diktat of

these years, works: “In every city we

propose a hamburger with a typical

ingredient of the place and a local

craft beer”. We never miss the gluten-

free products: for intolerance, celiac

disease, those who follow fashion.

And the vegetarian, because in a

group of friends going out to dinner,

increasingly there are those who do

not eat meat, and, although in the

minority, influences the choice of the

room. It is a chameleon-like product in

short this burger, perfectly in line with

the new consumption and lifestyles.

THE POWER OF BRAND.

Under

Canadian company Technomic

research, the burgers are eaten at

the restaurant more by men than

by women (48% versus 35%), and

the characteristics considered most

important are the quality and taste of

the meat, followed by the value for

money, the quality of the filling and

finally the bread.

The quality is transmitted in

different ways, “it is important to the

certification and origin, the name.

There’s a whole ‘meat marketing’

that it is important to emerge from

the market, because the customer

requires the caterer continuity and

consistent quality, allowing you to

create an ongoing relationship and

him loyal. The trend today is this:

you eat less meat, but is looking for

quality products” - confirms Luca

Lunati, which a few months ago came

into the CIC as a reference buyer

for the meat industry, after a long

working experience in Marr. Then

there are other measures: from the

cutting knife, the hand-pressing, to

the world of fillings, that give value

and variety: but beware of the right

mix.

WORD TO THE SCIENCE ... AND

THE CHEF.

It appears that there is

“the perfect hamburger.” It codified

scientifically chef Michel Char- les

Crossmodal Research Laboratory

at the University of Oxford. It must

appeal to all five senses, the meat

must be at least 7 cm thick and

have 9 layers, with the inclusion

of ingredients “magic” such as soy

sauce, Jamon Serrano, Camembert

and Chipotle Sauce (typical smoked

spicy peppers of the row of Mexican

cuisine). It should not be eaten in the

dish but snapped, and must contain

some crunchy element (such as the

traditional fresh leaf lettuce), while

the tomato must be often 1 cm.

Science, however, clashes with the

Italian taste, which might not like

exotic ingredients such as soy sauce

and smoked chili in the sandwich.

“In fact, the perfect burger must use

a meat with the right fat percentage -

explains Lunati - giving tenderness.

A too lean meat is likely to result

dry”. According to Enzo De Angelis,

chef resections executive Ham Holy

Burger - “The perfect hamburger we

seek him day after day improving

cooking on single hamburger. We do

not have a standardized product but

a homemade ingredient worked by

artisans.

Perfection is an aspiration that we

seek individualized for each patient

with a kitchenette for the customer,

making attention if it’s sunny or

rainy, if we have a summer or

winter accompaniment. The perfect

hamburger is the sum of so much

attention. We start with an advantage

of a large raw material”.

What are in fact the reasons for

this success? “Compared to the

grid, which requires a certain

professionalism, the burger is a ‘easy

product’ to manage and to cook.

Moreover, it fits perfectly in the new

lifestyles and ways of eating: it is a

complete meal at the same time, that

satisfies, but also fast and that you

can consume anywhere” - concludes

Lunati.

BOX

THE OPINION OF THE BUYER

All Italian

CIC offers its hamburgers brand.

Features? “Exclusively Italian and a

15% fat content of meat origin at least”

- explains Lunati. Are four references:

100, 110, 150 and 180 grams.

BOX

In fast food business, foreign

chains are conquering Italy

Is the symbol of the fast food chains