KFC faces backlash over new restaurants in Italian ski towns

Fast-food chain KFC has angered some Italians as it gets ready to open two restaurants in famed ski destinations Cortina d’Ampezzo and Madonna di Campiglio.

The outlets, scheduled to open on December 5, will become the first fast-food restaurants on an Italian ski slope. KFC Italia’s Chief Marketing Officer, Marzia Fare, said the expansion aims to attract a wider audience, including families and mountain tourists, rather than focusing mainly on Gen Z customers.

However, the decision has faced strong opposition from locals and hospitality businesses. Alberico Zardini, a majority shareholder in the company managing Cortina d’Ampezzo’s infrastructure, called the plan “disgraceful” and “mad.” He also threatened legal action to stop the restaurant from opening.

High-end food store chain Eataly’s founder, Oscar Farinetti, also criticized the shift away from local culinary traditions like salami paired with wine.

The backlash reflects wider concerns that mass tourism and commercial expansion are changing the character of the country’s mountain resorts.

Affordable fast-food options could attract budget-conscious visitors to the Italian mountain resorts, which already have pricey ski passes.