Why is McDonald鈥檚 suing Florence, Italy?
McDonald鈥檚 is filing a lawsuit against the city of Florence after the historic Italian city rejected an application for聽a restaurant in its historic Piazza del Duomo, home to Brunelleschi's Santa Maria del Fiore Cathedral and one of the most visited destinations in Italy.听
Claiming discrimination, the fast food mega-chain is suing the city for 18 million euros (about $10 million) 鈥� the revenue the company estimates will be lost over the next 18 years. Meanwhile, the mayor of Florence, the center-left Dario Nardella, is maintaining his position that the city was within its rights to reject the proposal in the name of historic preservation.
"McDonald's has the right to submit an application, because this is permitted under the law, but we also have the right to say no," Mayor Nardella . Another council in charge of maintaining the city鈥檚 ancient center also rejected the proposal a month later.
Italy鈥檚 first McDonald鈥檚 opened near Rome鈥檚 famous Spanish Steps in 1986 and since then dozens have sprung up along the peninsula.
But recently, the American restaurant chain has experienced more pushback from the Mediterranean nation. Earlier this year, cardinals fought efforts to open a restaurant in Rome near the Vatican鈥檚 Saint Peter鈥檚 Square. A McDonald鈥檚 in the area would be "by no means respectful of the architectural tradition of one of the most characteristic squares which look onto the colonnade of Saint Peter鈥檚," said Cardinal Elio Sgreccia .听
The fast food chain has faced many challenges integrating its brand into historic and sacred corners of the world. In China, there was outrage when the chain opened in the city of Hangzhou that once housed prominent leaders. Similarly, Paris pushed back when a trade deal threatened to bring , which for more than 800 years was a covered food market that carries a significant culinary legacy.
However, the disputes often do not end in a hard "No," but with a compromise worked out between the company and city regarding menu items, cleanliness, litter control, and architectural continuity.
Afraid of an onslaught of fast food chains catering to the city鈥檚 increasing number of backpacking travelers, Florence introduce a rule that restaurants along the historic Piazza del Duomo must use 鈥渢ypical products鈥� 鈥� traditional Tuscan ingredients 鈥� in order to keep a certain level of authenticity in the city鈥檚 central square.
In the lawsuit, McDonald鈥檚 argues that it fit its business model to these requirements, including plans "to introduce typical local products in our offer, as requested from the local commerce regulation."聽
When its application was still rejected, the company sued in Italy's administrative court, which moderates government disputes.听
"We completely agree that the cultural and artistic heritage and the Italian historical town centers have to be protected and guaranteed, as well as the traditions and the historical small shops, but we cannot accept discriminatory regulations that damage the freedom of private initiative without being advantageous to anyone," McDonald's .
Meanwhile, Florence has held its stance that it has the right to decline such applications and that doing so was not done as an act of discrimination.
"We don't have any prejudice" against McDonald's, Nardella .
The mayor added that the chain has other locations elsewhere in the city, including locations near the Santa Maria Novella transportation hub and another near the Galleria dell' Accademia, where tourists flock to see Michelangelo鈥檚 famous David statue.
