Marco Ciocca is trying to change that. He runs Macaronis Fasta Pasta, a mobile fast food joint and drive-thru that is making the popular meal something we can all have on the go - without compromising on quality.
''The quality is at least on a par with a really good Italian restaurant. The idea is to offer an intelligent option to traditional fast food. It is slow food that's served fast," says Ciocca, who first conceptualised Macaronis a decade ago.
The pasta cooks in less than a minute (30 seconds, to be exact), with an entire meal ready in two minutes (that's how long it took for our ravioli to be ready to eat). The food is cooked to order and is not pre-made. It is made by a machine designed and produced in Italy especially for the brand.
''When we went to companies and asked for pasta that cooks in 30 seconds they looked at us like we were crazy," Ciocca says.
"We asked for robotic machines that could automatically drop pasta into water, cook for 30 seconds and rise up automatically so the pasta is always cooked perfectly, but [manufacturers] seemed dumbfounded at the idea."
"As the cliche goes, if you want something done right, do it yourself," Ciocca said. With a background in car design, Ciocca designed the machine he wanted, and had it produced in Italy. Even the red-and-white packaging is custom-designed.
One can't help but be sceptical about drive-thru pasta. If it cooks in 30 seconds, does it taste good? When we meet Ciocca at a Macaronis kiosk situated in Johannesburg's Wits University we can't wait to try the pasta.
Tucking into the ravioli minutes after placing our order, we're surprised to find it tastes like something we ordered at an Italian restaurant in the northern suburbs.
Macaronis also offers pizzas, coffees and snacks. Ciocca says they do not use flavourants, preservatives or colourants as health is an important factor.
Macaronis launched its drive-thru test store in 2008 in Ciocca's home town of Three Rivers, near Vereeniging. There are now a few outlets in Gauteng.
But after spending years ensuring the Macaronis model works perfectly, Ciocca is ready to take on the fast food market. His outlets come in different sizes, with mini drive-thrus on the cards. There are also mobile units that are set up at sports events.
''Every time I see a product sold, it's one less portion of junk food that has gone into somebody's mouth. We have decided to go to war with the junk food industry," says Ciocca.
Source: The Times via I-Net Bridge
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