In Italy, The Mc Donald's Of Pizza?

Autogrill is expanding, franchising, and marketing like crazy

With a father from Naples and a mother from Genoa--Italy's rival culinary capitals--Paolo Prota Giurleo knows a thing or two about good home cooking. But as chief executive of Autogrill, the biggest European fast-food chain, he is weaning his compatriots from dishes that take hours to peel and simmer. In their place, he offers pizza, fries, and a soft drink. "There's space for both in Italy," says Prota Giurleo.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.