#CalmYourParm – Red Rooster has a brand new burger!

Brand News: July 10, 2019

Adding another layer to its brand transformation and menu innovation, Red Rooster has released its latest burger – the new, limited time only Parmi Burger.

Featuring succulent buttermilk coated chicken, a moreish smoky cheese sauce and a traditional Napoli style tomato sauce, all on a soft potato bun (just like the Shake Shack do!) This burger is complimented by Parmi Loaded Cheesy nuggets- a cup full of delicious cheesy nuggets topped with smoky cheese and Napoli sauce!

The release of this new burger by Red Rooster is sure to reignite the great Australian debate – what is the correct shorthand way of referring to our much-loved Chicken Parmigiana? 

Is it Parmi or Parma?

As Australia’s iconic chicken brand (that was founded in WA over 45 years ago by a Greek immigrant) we believe it is our civic duty to set the record straight, and we have therefore decided to officially weigh into the debate that has divided Australians for decades.

Last year, both the Prime Minister Scott Morrison and the Victorian Premier Daniel Andrews determined and declared that the official shorthand term for Chicken Parmigiana was ‘PARMA’.

While we acknowledge and respect what was obviously ‘thorough epistemic research’ and a genuine quest to uncover the truth (via Facebook) by the Victorian Premier, Red Rooster respectfully begs to offer a different and better-informed opinion. (we have footnotes and quotes and everything!)

We believe that PARMI is the correct term of reference for various reasons which actually make logical sense.

 

The Case for PARMI – by Red Rooster

  • As a pure case of word truncation or clipping, the correct term immediately can be identified as PARMI. Chicken Parmigiana originates from the classic Italian meal Mellenzana alla Parmigiana using eggplant. But Chicken Parmigiana actually originated in the United States where it was made popular among the Italian migrant communities. It is Italian INSPIRED, but in the US and in Australia, parmigiana has now come to simply mean anything (meat or vegetable) that is breaded, fried and topped with fresh tomato sauce and melted cheese.  Note the Italian spelling of the word Parmigiana and in particular the first 5 letters.

 

PARMI 1 – PARMA 0

  • The correct pronunciation for the word in Italian is “Parr-mee-jah-nah With the emphasis on the ‘mee’.

 

PARMI 2- PARMA 0

  • Parma refers to a region in Italy best known for its ham and prosciutto. Contrary to popular misconception, it has nothing to do with said dish.  Parmigiana did not even originate in the Parma region– it actually came from Southern Italy (Napoli) where eggplants are plentiful.

 

PARMI 3- PARMA 0

  • The word ‘parmigiana’ when referring to Italian dishes is a reference to the parmesan cheese used and again has nothing to do with the town Parma. As evidenced in dishes such as ‘Melanzane alla parmigiana’ and ‘Ricette Gnocchi alla parmigiana’ this refers to the cheese element. ie, Parmi As mozzarella has largely replaced parmesan at this time we will defer on scoring this one.

 

PARMI 3- PARMA 0

  • We believe that difficulties in pronunciation of the Italian word Parmigiana have resulted in the colloquialism to Parma. This is due to phonetic inconsistency, mispronunciation and Straya.  Australians love a Par-mah-jah-nah and often like to add an A to words or names to denote affection.  For example, Barry becomes Bazza and Garry becomes Gazza. Hence what should be the Parmi becomes the Parma.

 

PARMI 4 – PARMA 0

  • The Parmi v Parma debate has been going on for years and doesn’t look like it’s slowing down. One thing however is certain and constant – Whatever Aussies choose to call it, the delicious combination of chicken, tomato sauce and cheese is a firm classic and Red Rooster wants everyone to #CalmTheirParm and head on over to their nearest restaurant and try one of their Parmi burgers today.

 

After all, as old mate Bill Shakespeare said “a Parmi by another name would still taste as sweet…” Or something like that…

 

#CalmYourParm