KFC is set to launch its first outlets on Italian ski slopes this winter, opening locations at the prestigious resorts of Cortina d’Ampezzo and Madonna di Campiglio in the Dolomites.
Opening Details
The restaurants will open on December 5, 2026, at elevations of 2,123 metres in Cortina d’Ampezzo and 1,700 metres in Madonna di Campiglio. The sites are located within existing resort infrastructure: one near Mount Faloria’s mountain club and another adjacent to an après-ski venue on Piana di Nambino.
Critical Reactions
Alberico Zardini, a majority shareholder in Faloria Spa that manages the infrastructure at Mount Faloria, condemned the move as ‘disgraceful’ and ‘shameful,’ stating it undermines the cultural value of Cortina. He told Il Messaggero that he has written to Faloria executives warning of potential legal action if KFC proceeds with operations inside the mountain club, where a luxury lodge is scheduled for opening.
Zardini described the decision as ‘mad,’ particularly because the outlet will be situated within a high-end alpine environment. He emphasized his opposition: 'I am 100% against it and will not just sit back and watch.'
Food Culture Criticism
Oscar Farinetti, founder of Eataly Italy’s premium food retail chain, stated that KFC does not belong in these settings. In an interview with Il Sole 24 Ore, he criticized Italian consumers, saying they should exhibit greater cultural awareness. 'We need to acknowledge our assets – our cuisine made of few ingredients and excellent products,' he said. '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.'
Mountain Identity Concerns
Luigi Casanova from Mountain Wilderness, an environmental NGO, declared: 'The era of polenta and luganega sausage is over.' Paola Demagri, representing Trentino's provincial council, stated that mountain identity has been 'sold out to Kentucky chicken.'
KFC’s Rationale
Marzia Farè, chief marketing officer for KFC Italia, explained the initiative as part of the company’s broader strategy. The outlets fall under its ‘quick service restaurants’ product range and are designed to expand beyond Gen Z loyalists into a wider market segment — including young families and mountain enthusiasts.
'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,' she told brandnews.it.
Economic Context
With ski pass prices rising annually in Italy, the new locations aim to provide affordable food options for visitors at high-cost resorts. The presence of fast-food outlets is seen by some as an attempt to meet evolving consumer demands amid increasing resort expenses.
Cristian Ferrari, president of Società Alpinisti Tridentini — the oldest mountain association in Trentino — offered a more measured response: 'We have nothing against fried chicken, but are we sure this is the issue we should be most worried about?'