Eager to lure some of the roughly three million tourists visiting the Duomo each year, McDonald’s was willing to rewrite its own rule book to win over the city.
Wait staff would serve customers at tables, thus eliminating takeaway orders to deflect the city’s fears of hordes of picnicking tourists. The Americans also promised to source 80% of ingredients locally, including 100 tons of Tuscany’s prided Chianina beef for burgers.
But city officials were nonetheless merciless
In its complaint in Florence, McDonald’s in turn threatens other suits should other towns pass similar local identity regulations.