KFC to Open Italy's First Fast-Food Outlets on Ski Slopes, Sparking Revolt

KFC will open Italy's first-ever fast-food outlets on ski slopes on 5 December, at Cortina d'Ampezzo and Madonna di Campiglio in the Dolomites — and a prominent Cortina businessman is already threatening to sue to stop it.

The location at Mount Faloria in Cortina sits at 2,123 metres. The Madonna di Campiglio outlet, in south-western Trentino on the opposite side of the Dolomites, will sit at 1,700 metres on Piana di Nambino, next door to a swanky après-ski club. The menu brings KFC's full range of bestsellers to the mountains: spicy wings, burgers and the traditional buckets of fried chicken.

Who is fighting the deal?

Alberico Zardini, a majority shareholder in Faloria Spa, the company that manages Mount Faloria's infrastructure, learned of the plans alongside everyone else. He didn't mince words.

"The mere idea is disgraceful," Zardini told Il Messaggero. "It's absurd and shameful to imagine a fast-food joint in the most beautiful spot in Cortina. Do the people of Cortina not realise what we're risking here?"

Zardini has written to Faloria's bosses warning he will pursue legal action unless they halt KFC's mountain ambitions. He called it "a mad decision", pointing out that the outlet would sell fried chicken inside the Faloria mountain club, where a luxury lodge is due to open on an upper floor. "I am 100% against it and will not just sit back and watch," he said.

What is KFC's strategy?

The two outlets fall under the chain's "quick service restaurants" product range. Marzia Farè, chief marketing officer for KFC Italia, said the move targets a broader market beyond the brand's loyal Gen Z base — "from young families to mountain lovers".

"We strongly wanted this project because it perfectly represents the way we imagine the evolution of KFC: continuing to surprise, reaching places where no one would expect to find us, and doing so without giving up what makes us unique," Farè told brandnews.it.

The company framed the high-altitude debut as a way of "surprising people" and "reaching places" where nobody would expect to find it.

Why are food purists angry?

Oscar Farinetti, founder of the high-end food-store chain Eataly, said the brand "doesn't belong here at all" — but he pointed the finger at customers rather than the company.

"We Italian consumers should be a tad more cultured," Farinetti told Il Sole 24 Ore. "We need to acknowledge our assets – our cuisine made of few ingredients and excellent products. There is a lack of studying one's own roots – we're eating fried chicken instead of a nice slice of salami with a glass of fresh wine."

Luigi Casanova of Mountain Wilderness, an NGO that protects mountain environments, told Corriere della Sera: "The era of polenta and luganega sausage is over." Paola Demagri, from Trentino's provincial council, accused the region of selling out its mountain identity "to Kentucky chicken".

Not everyone is up in arms. Cristian Ferrari, president of Società Alpinisti Tridentini, the oldest mountain association in the Trentino area, took a measured line: "We have nothing against fried chicken, but are we sure this is the issue we should be most worried about?"

Will price trump principle?

The economics may work in KFC's favour. Ski pass costs in Italy climb every year, and the outlets will appeal to anyone hunting for cheap food in otherwise extremely pricey resorts.

With opening day set for 5 December and one lawsuit threat already on the table, the fried-chicken debut on Italy's most prestigious slopes looks set to become a test of whether altitude and heritage can hold off a global fast-food brand.