This film is made as a documentary. (Available with English subtitles.) At the time, McDonald's was planning to open a store in Altamura, Italy. The citizens think it's a terrible idea. The filmmaker follows several of them as the story progresses. The town is apparently renowned for its focaccia. The townspeople can't imagine why anyone would want to eat "fast food" when their town provides such good food.
A subplot involves a stranger, Manuel, who arrives in a yellow sports car, wearing a bright red jacket (note the colors). He tries to win the affections of Ms Rosa, but annoys everybody.
The scene switches back and forth a few times between Altamura and New York, where we see the McDonalds Headquarters and Museum. There are "interviews" with many of the local inhabitants - shop owners, bakers, restaurant owners, a movie theater owner, the local chief of police.
In the end, McDonald's just cancels the deal and goes away, and Manuel loses Rosa, when he doesn't like her focaccia (one of the best scenes in the movie).
It's a good look at Italian culture. One bit through the interviews shows the city rivalry between two men from different cities. Watch through the outtakes over the final credits.
