In a bold marketing move, McDonald’s has installed a faux ancient Roman mosaic in Rome’s Galleria Alberto Sordi, depicting toga-clad figures enjoying fries and Big Macs. The installation, comprising 18,000 tiles crafted by ten mosaic artists, is designed to resemble a freshly excavated archaeological find, complete with the brand’s iconic golden arches subtly integrated into the design.
While McDonald’s describes the piece as a tribute to Rome’s rich heritage, aiming to encourage patrons to ‘enjoy the classics,’ the stunt has sparked a wave of criticism on Italian social media. Detractors argue that the installation trivializes ancient Roman art and culture, likening it to “slapping ketchup on a Caravaggio.”
This campaign is part of McDonald’s broader strategy to intertwine its brand with local culture and history. Previously, the company funded the preservation of a 2nd-century BC Roman road discovered during the construction of a McDonald’s in Marino, Italy. The site now features a glass floor through which patrons can view the ancient road, effectively transforming the restaurant into a ‘museum-restaurant.’
Despite these efforts, McDonald’s has faced opposition in Rome. In 2019, plans to build a drive-through near the ancient Baths of Caracalla were halted by Italy’s Culture Ministry, citing the importance of preserving the city’s archaeological heritage.
As McDonald’s continues to expand its presence in Rome, blending modern branding with ancient aesthetics, the debate over cultural appropriation versus appreciation remains a contentious topic among locals and historians alike.
