KFC brings fast food to famed Italian ski slopes as proud locals revolt
KFC is set to open its first restaurants on Italian ski slopes in Cortina d'Ampezzo and Madonna di Campiglio on Dec. 5, drawing criticism from locals concerned about preserving mountain traditions.
The Kentucky-founded fast-food giant is expanding its reach into the Italian Alps, with two new restaurants scheduled to open on Dec. 5. The locations will be in Cortina d'Ampezzo, a southern Dolomite resort village that co-hosted the 2026 Winter Olympics with Milan, and Madonna di Campiglio, an Alpine town in Trentino's northern region.
The Cortina d'Ampezzo restaurant will be situated inside the Faloria Mountain Club at an altitude of 2,123 meters, while the Madonna di Campiglio outlet will be located in the Piana di Nambino area at 1,700 meters elevation. These positions place KFC directly on ski slopes, making it the first fast-food company to operate in such locations in Italy.
Local Backlash
The announcement has triggered significant resistance from residents and visitors who value the mountain villages' traditional character. "KFC should stay where it belongs! Not in our nature!" one person wrote on Instagram, expressing particular concern that the restaurants would be within a UNESCO World Heritage site.
Content creator Matteo Peroni voiced broader environmental concerns in a YouTube video, highlighting existing restrictions on drone use in the Alpine region to protect wildlife. "Does the smell of fried chicken not disrupt the wildlife and the balance that exists in the mountains? And doesn't a place like that bring inadequate people to the mountains?" he questioned.
In almost the entire Alpine region, it's now impossible to fly drones because they disturb the wildlife, and if I post my content on social media I attract inadequate and disrespectful people to the mountains.
KFC's Response
In a statement to Fox News Digital, KFC emphasized its commitment to respecting local traditions and culture. "We recognize the importance of the traditions and culture in Cortina d'Ampezzo, Madonna di Campiglio and the region," the company said. "We are collaborating with local partners to deliver the experience our customers expect, while respecting the character of the location."
The chain has partnered with Super G, the company behind après-ski bars at several Italian resorts, for the new locations. KFC maintains it will be a "respectful and responsible part of the community" wherever it operates.
We recognize the importance of the traditions and culture in Cortina d'Ampezzo, Madonna di Campiglio and the region. We are collaborating with local partners to deliver the experience our customers expect, while respecting the character of the location.
Cultural Concerns
Food historian Colin Caplan explained the resistance as rooted in regional identity. "Both towns attract people of influence who come to escape the cosmopolitan big city life," he noted. "If they want to have the option of enjoying a KFC, they can visit a place that is already watered down with global commercial influence."
The Alpine region has developed distinct culinary traditions influenced by German and Austrian cultures, featuring regional pastas, dumplings, meats and cheeses. "This most northern region of Italy, which is home to Cortina d'Ampezzo and Madonna di Campiglio, has sparred its way into its own existence and identity for thousands of years," Caplan observed.
Despite the controversy, some locals acknowledge potential benefits. The restaurants could provide convenient and affordable dining options on the slopes, addressing a need that existing establishments have begun meeting with self-service lines. "This horror would weirdly improve the food situation in Madonna," one Instagram user conceded.
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