According to longtime Belmont resident, Paula Mastroianni, "It could be the end of an era." She has written to the CEO of McDonald's requesting that they reconsider their plans to move into Belmont, which will destroy the cultural integrity of the Italian-American neighborhood known throughout The Bronx.

Proposed McDonald's Site

The first protest, attended by about 100 business people and residents of the area, took place across the street from the proposed site of the new McDonald's, on Arthur Avenue at 186th Street. The lease is held by the Teitel family, which has had a store in the area for the last 82 years.

Councilman Jose Rivera, along with district manager of Community Board 6, Wendy Rodriguez, expressed the common fear felt by the crowd: that the flavor and character of this small, "old world," traditional enclave will be forever gone. "Here, people come to buy produce and feast on the best Italian food in the region. Big Mac? It doesn't belong."

It is understood that McDonald's has every legal right to move in, but retailers feel betrayed by "one of our own" and cry about the ruination of one of the few bastions of Italian heritage that is left. "If we lose our identify, we're just like any other neighborhood," they chant, enraged that their custom of doing business with each other will be destroyed, as no one of them can compete with McDonald's ability to undercut the competition.

Although most agree that lovers of Italian food won't automatically rush into the fast-food chain, promotions at McDonald's attract children, and when the kids want to go, parents follow.

Belmont Community Protests McDonald's proposed site

As beautifully prepared sandwiches were passed around to hungry protestors, courtesy of local proprietor, David Greco of Mike's Deli, a voice bellowed from the crowd: "This is real food! Italian food! Healthy Food!"