US-based fast-casual concept Mason's Famous Lobster Rolls is set to open its first international location in Milan, Italy, this month.

The new outlet, the brand's 30th store, will introduce Maine lobster to the European market, where langostino lobster is more commonly found.

The Milan store will operate daily from 11am until 11pm.

In addition to serving Mason's classic lobster rolls, the new outlet's menu will feature local culinary influences, including a lobster roll "diavolo" with 'Nduja sauce, an Italian spicy spreadable pork salumi [salted meat] and a touch of Campari.

Mason's founder and CEO Dan Beck said: “Our entrance into the European market represents a significant milestone for Mason's Famous Lobster Rolls.

“The response from our customers abroad has been incredible, and they specifically appreciate the unmatched quality of Maine lobster, celebrated for its fine texture and rich flavour. Our Milan location is just the beginning of our plans to expand throughout Europe.”

The expansion to Milan follows the opening of Mason's 28th US location in Fernandina Beach City, Florida, in October 2023, and a store in Bradenton City, Florida, in August.

The Fernandina Beach outlet is a few blocks from the Amelia River, while the Bradenton location is in the Braden River Plaza, close to the River Isles community.

Mason's was founded in 2014 by Beck, a former seafood restaurant buyer who established connections with Maine lobstermen. The company began franchising in 2016.