Feuds: What's The Boeuf?

What's The Boeuf?

When French master chef Paul Bocuse discovered his picture on a poster advertising McDonald's, he was not amused. It's not that France's best-known chef is completely intolerant of fast food. But he does object to an ad showing a colleague dreaming of a Big Mac while Bocuse scrutinizes chickens from the renowned Bresse region of France. So he's demanding $2.7 million in damages from the Golden Arches.

Although the ads were seen only on McDonald's walls in the Netherlands, Bocuse remains unrelenting. "I have licensed my face and my name in all the countries of the world," he says. "This confusion...

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