Pi-Consulting

Several centuries after Marco Polo introduced pasta noodles from China to Italians, that inventive race went one better and invented pizza, which promptly swept onto the fast-food menus of a grateful world. Now the tide may be beginning to reverse, at least in the UK, where Pizza Hut (700 restaurants across the country) has decided to re-name itself Pasta Hut. This startling decision is an effort to charm anew those customers whose palates have perhaps become jaded by family-sized Pepperoni Specials, Quattro Stagiones and American Hots, or are concerned about healthy-eating issues. Under its new name, the company is set to spend around $170 million on improving its restaurants, opening more outlets and developing its menu. The restaurants will still sell pizzas, but the new pasta-linked name will show that a range of healthier meals are now on offer, featuring a variety of new pasta-based dishes. Says chief executive Alasdair Murdoch: “We’re doing it to try to attract customers who probably haven’t been in for a few years”. It remains to be seen if the spirit of Marco Polo will exert the same influence over other pizza-eating countries like the USA. Source: London Financial Times, WARC News, Pi

After years of marketing fairy-tale and “princess” fantasy products to little girls, the Walt Disney Company has decided to do something for their brothers too. Hey, it’s the boys’ turn! Disney is launching new initiatives, targeting entertainment products at the hitherto elusive market sector of boy children aged 6–14. The company is rebranding its cable and digital TV channel Toon Disney (currently available in 72 million US households) as “Disney XD”, offering programs based around action and adventure themes, videogames and skateboarding. There will also be a new boy-friendly website, DisneyXD.com, featuring music, games, videos and social networking capabilities. Disney’s sports affiliate ESPN will provide sports content. Says Rich Ross, president of Disney Channels Worldwide: “We looked at the landscape and felt that girls are being served, but boys really haven’t been”. The new plan should do much to even out the battle of the sexes. Source: WARC News

“Chicle! Chicle!”. The cry goes up from tens of thousands of street-sellers every day in Mexico City, hawking chewing-gum to the 25 million inhabitants of that vast conurbation. Once it has been masticated to the point where the taste is gone, where does the gum go next? Straight onto the sidewalk, where it bonds to the paving slabs, absorbs dirt and smog deposits, and reminds passers-by of someone else’s fleeting moment of pleasure, probably for years to come.

There’s your trouble. Discarded gum has a half-life almost as long as spent nuclear fuel rods. How big is the problem? A survey of street surfaces outside the city’s metro stations, and reported in the Washington Post, implies that there are around 70 bits of old gum per square meter on average. If the same concentration affects the whole surface area of Mexico City, Pi calculates that we are talking about 50 to 100 billion (yes billion) blots on the streetscape.

Where to start? The city’s co-ordinator of conservation for public spaces have vowed to scrub the historic central district clean of chicle deposits, and a crack team of gum-busters are attacking the blobs with steam jets and chemicals, starting in February. With hope in his heart, co-ordinator Ricardo Jaral Fernandez is also placing public trashcans in prominent locations, each blazoned with an exhortation to “love your city”.

Meanwhile, in a truly startling and radical development, the municipal government is giving notice that it plans to start enforcing its own recycling laws. By now, according to city planners, over 70% of the residents of Mexico City are supposed to be separating household waste for recycling. In reality, fewer than ten percent of the people in the capital do so. Entrenched attitudes are about as difficult to turn around as a supertanker in the Panama Canal.

Chewing-gum has been on sale in Mexico for over 120 years, and nearly all of it is unthinkingly spat onto the sidewalk. Changing the attitudes behind this behaviour means nothing less than re-shaping Mexicans’ attitude to civic pride. The initiative sadly sounds a little like Don Quixote tilting at gumballs. Pi wishes Sr. Jaral lots of luck with his praiseworthy attempt to change a century-old bad habit, and the shoulder-shrugging indifference that causes it.