KFC Expands to Italian Ski Slopes, Sparking Local Backlash
American fast-food giant KFC is opening two restaurants on ski slopes in Italy's prestigious Cortina d'Ampezzo and Madonna di Campiglio resorts, sparking local backlash over cultural homogenization and municipal strategy.
American fast-food giant KFC is expanding its presence to ski slopes in Italy, opening two new restaurants in prestigious mountain resorts, a move that has sparked local backlash.
Starting December 5, skiers in Cortina d'Ampezzo and Madonna di Campiglio will be able to order fried chicken buckets alongside traditional mountain fare. The Cortina restaurant will be located at an altitude of 2,123 meters in the Monte Furia-Cristallo area, operating inside the historic Faloria Mountain Club. The second location will open at 1,700 meters in the Pian di Nambino area of Madonna di Campiglio.
Both locations will operate until the end of the ski season. From Monday to Thursday, doors will be open from 12:00 to 17:00, and on weekends from Friday to Sunday until 19:30. The menu will feature signature items including crispy chicken strips, spicy wings, sandwiches, sides, and family buckets.
The expansion is a collaboration between KFC and SUPER G, an Italian mountain club network founded in 2013 by Andrea Bacuini and Giacomo Sonzini. The partnership transforms historic alpine cabins into entertainment venues. Organizers emphasize that fried chicken will complement rather than replace existing local menus, targeting Gen Z, young families, and international tourists.
Local Opposition and Cultural Concerns
Not everyone in the mountain towns is welcoming the American fast-food chain. Cortina Mayor Gianluca Lorenzi stated that the arrival of the brand contradicts the town's municipal regeneration strategy, though he acknowledged the municipality cannot interfere in private business decisions complying with regulations.
Local officials and cultural figures have been more vocal. Stefano Ghezzi, responsible for urban planning in Cortina, urged the investors to reconsider. Meanwhile, the Trentino Mountain Climbers Association warned that introducing international fast-food chains to alpine trails is a step toward the cultural homogenization of tourism. Oscar Farinetti, founder of the Eataly network, called for legislation to protect traditional Italian taverns as part of the country's cultural heritage.
