Italian Burger King Enlists Help of Retirees In Expanding Locations


In Italy, “umarells” — sometimes known as “sidewalk supervisors” — are men of retirement age who pass their time watching construction sites and road works, often with their hands clasped behind their back and offering unwanted advice. When Burger King decided to expand their locations, they decided to hire a crew of umarells to guide workers on the latest restaurant construction site. The umarells were found via a newspaper campaign and fliers in bowling alleys and outside churches. Five men were selected to lead a construction site for an entire day. Once the restaurant opened, the men were invited back to don crowns and enjoy some Whoppers.