KFC to Open First Italian Ski Slope Restaurants in the Dolomites

Winter sports enthusiasts visiting the Italian Alps will soon find a familiar global brand on the slopes, as KFC prepares to launch its first high-altitude outlets in the country. The American fast-food chain is set to open restaurants on 5 December at Cortina d’Ampezzo and Madonna di Campiglio in the Dolomites, marking the debut of any fast-food presence on an Italian ski slope. The menu will feature popular items including spicy wings, burgers, and buckets of fried chicken. The expansion forms part of KFC's strategy to reach a broader audience beyond its younger demographic, targeting mountain lovers and families. However, the initiative has drawn sharp criticism from local preservationists and business figures. Alberico Zardini, a major shareholder in the company managing infrastructure on Mount Faloria, condemned the plan as disgraceful and threatened legal action to halt the project. ## Cultural Backlash and Regional Concerns Prominent voices in Italy's food and cultural sectors have similarly voiced disapproval. Oscar Farinetti, founder of Eataly, argued that the brand clashes with Italian culinary heritage, while Luigi Casanova of the NGO Mountain Wilderness lamented the shifting identity of alpine traditions. Conversely, some local figures questioned the intensity of the backlash, suggesting other regional challenges deserve greater attention. Beyond cultural debates, the new outlets may offer a more budget-friendly dining alternative for visitors facing rising ski pass costs in expensive resorts. > KFC's debut on Italian ski slopes brings fried chicken to the Dolomites amid fierce local resistance. ## Why it matters The arrival of a major American fast-food brand in the traditional mountain resorts of the Dolomites highlights ongoing tensions between commercial expansion and the preservation of regional culinary heritage in Europe. This development affects alpine business models, local identity, and the evolving dining options available to winter sports tourists.