KFC’s arrival at Italian ski slopes angers food and mountain purists
Summary
KFC plans to open outlets at two Italian ski resorts on December 5, its first restaurants on Italian ski slopes. The plans have drawn criticism from local figures who say the chain does not fit the resorts’ mountain and food traditions, while KFC says the outlets will reach a broader range of customers.Key Facts
- The outlets are planned for Cortina d’Ampezzo and Madonna di Campiglio, in the Dolomites.
- The Cortina restaurant is planned inside the Faloria mountain club at 2,123 metres.
- The Madonna di Campiglio outlet is planned at Piana di Nambino, at 1,700 metres.
- KFC says it wants to reach customers beyond its loyal Gen Z audience, including young families and mountain visitors.
- Faloria Spa shareholder Alberico Zardini said he would pursue legal action unless the company halted the plan.
- Eataly founder Oscar Farinetti criticized the move and called for greater appreciation of Italian cuisine.
- Mountain Wilderness representative Luigi Casanova and Trentino council member Paola Demagri also criticized the outlets as a threat to mountain identity.
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