There is a new aroma wafting through the alleys that connect the historic center to Santa Croce: that of Maine lobster, tender, sweet, and served in a warm, buttery roll. It is a sign of the arrival of Mason’s Famous Lobster Rolls, which is opening its first Florentine store in Via del Presto di San Martino 2, bringing to the city a format that combines American authenticity, artisanal care, and an aesthetic reminiscent of the small coastal towns of New England.
After the success of the two Milan stores, Florence becomes the second stop in a larger project that aims to redefine the way Italians experience lobster.
The story of the Funaro brothers: an intuition born in the United States
The Italian project of Mason’s was born from a personal discovery. Pietro and Paolo Funaro tasted a lobster roll during a business trip to the United States. It was one of those moments when intuition comes before any market research: that sandwich, so simple and so perfect, could also have a place in Italy. Back home, the two brothers began a careful analysis of the various American franchises, evaluating their organization, brand identity, prices, and potential for expansion. Mason’s emerged as the most solid choice and the most consistent with their vision.
Today, the Funaros hold the exclusive rights for all of Europe, Switzerland, and the United Kingdom, with a development plan that starts in Milan and Florence, continues on to Venice and Rome, and looks to London by the end of this year or the beginning of next.
The star of the show: Maine lobster
At the heart of the Mason’s experience is Maine lobster, considered among the best in the world for its texture and sweetness. The quality is not only gastronomic but also ethical: the lobster comes from sustainable and regulated fishing, respecting the ecosystem and the local fishing community. Controlled sizes, a ban on catching females with eggs, and restrictions on traps guarantee an excellent and responsible product. Mason’s takes a dish that originated in the 1930s on the coast of New England—a simple sandwich, toasted with butter and filled with fresh lobster—and brings it to Italy with the utmost respect for the original recipe.
The lobster roll: American identity, Italian curiosity
In our imagination, lobster is often associated with important dishes, such as pasta or elaborate preparations. The idea of serving it in a sandwich is still relatively new. This is precisely why Milan was chosen as the test city: a curious public, accustomed to international novelties, open to modern formats. Today, a year and a half after the opening of the first store, Mason’s still has no real competitors for this product and has carved out a well-defined niche for itself. Bringing the lobster roll to Florence means taking a step further: targeting an audience accustomed to quality, attentive to detail, and ready to embrace a distinctive but unpretentious gastronomic experience.
The restaurant: a little corner of New England in Florence
The new Florentine space evokes the atmosphere of Maine’s seaside towns: light tones, natural woods, clean lines, and a relaxed mood that invites you to pause rather than rush. The aesthetic is designed to evoke lightness and authenticity without slipping into thematic excesses. It is an environment that speaks of the sea, but also of everyday life: a place to pop in for a quick lunch, a break between appointments, or an alternative aperitif in the late afternoon.
The menu: faithful to tradition, with a focus on Italian taste
The menu at Mason’s Florence offers the two most representative versions of the brand: the Hot Butter Roll, with hot lobster and melted butter, and the Cold Mayo Roll, with cold lobster, mayonnaise, and celery. The structure of the recipe remains American, but some elements have been adapted to suit the Italian palate. The bread—a soft brioche slightly sweeter than the original—arrives every morning from a local French bakery. The lobster follows the brand’s international supply chain, while ingredients such as shrimp, tuna, and crab come from Italy. Alongside the sandwiches, there are light salads and toasts designed for those looking for a more everyday option. Florence will also feature special seasonal editions, a way to connect American tradition with the Tuscan territory.
AperiLobster: a Mason’s-style aperitif
Among the offerings that promise to intrigue Florentines is the AperiLobster, a formula that combines mini lobster rolls, chips, and Spritz. It’s a new way to enjoy an aperitif, simpler than it seems and at the same time distinctive. A perfect option for those who want to try lobster rolls without the commitment of the classic format, or simply for those looking for a fresh, light aperitif that is different from the usual.
An international experience that wants to become part of everyday life
Mason’s challenge in Italy is not just to bring an American icon to our country. It is to make it a habit, not a curiosity.
“We have to become part of people’s everyday lives,” explain the Funaro brothers. An ambitious but credible goal: the quality of the raw ingredients, the simplicity of the format, and direct communication make Mason’s a place that can be chosen not only for a special occasion, but for an everyday lunch or aperitif.
Florence, with its unique combination of tradition and international openness, could be the perfect ground for this evolution.
