# KFC Expands Fast Food Operations to Italian Ski Slopes Amid Backlash The American chain debuts at high-altitude resorts, sparking debates over cultural identity and sustainability. - **Source:** [Il Sole 24 Ore – Italia](https://www.ilsole24ore.com) - **Published:** 2026-11-09 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/cdd7489c-4d57-41b8-8d48-927b9e45de9b ## Strategic High-Altitude Expansion KFC is launching its first two quick-service restaurants directly on Italian ski slopes starting December 5. Located in Madonna di Campiglio at 1,700 meters and Cortina d’Ampezzo at 2,123 meters, these outlets operate through a partnership with Super G. This move marks a significant shift in mountain hospitality models. ## Cultural Identity Concerns Oscar Farinetti, founder of Eataly, criticized the expansion, arguing that fried chicken clashes with Italian culinary history. He suggested that Italian consumers should prioritize local heritage, such as salami and wine, over multinational fast food. Farinetti emphasized that bureaucratic hurdles make operating traditional Italian osterias increasingly difficult for local owners. ## Sustainability and Resource Use Cristian Ferrari, president of the Società Alpinistica Tridentina, raised concerns about the environmental impact of such developments. He questioned the sustainability of high-altitude services, noting that recent summers highlighted water supply issues in mountain refuges. Ferrari argued that energy-intensive amenities like pools and spas are more concerning than food. ## Standardization of Tourism Critics argue that the arrival of global fast-food chains contributes to the cultural flattening of tourist destinations. By importing consumption models available elsewhere, these projects risk eroding the unique character of the Alps. The debate centers on whether mountain regions should prioritize authentic local experiences or standardized international convenience. ## Economic Development Models The expansion reflects a broader trend where administrative choices and entrepreneurial offers meet changing tourist demands. Ferrari noted that these developments are not isolated incidents but part of a self-feeding mechanism. The core question remains whether this model of development is truly sustainable for the long-term future of mountains. ## Operational Partnership Dynamics The collaboration with Super G integrates KFC into established mountain hubs like the Faloria Mountain Club. These locations feature terraces and large windows designed to attract tourists beyond the slopes. By embedding the brand within existing hospitality structures, KFC aims to capture the evolving habits of modern high-altitude travelers. ## Broader Industry Implications While KFC faces criticism, the chain views the Italian slopes as a prime growth opportunity. The tension highlights a growing divide between traditionalists advocating for local preservation and businesses seeking to modernize mountain tourism. This conflict reflects the ongoing struggle to balance economic profitability with the preservation of regional heritage. ## Future Outlook for Alps The debate over KFC’s presence serves as a proxy for larger questions regarding the future of alpine tourism. As stakeholders weigh the benefits of modernization against the risks of resource depletion and cultural dilution, the industry must decide if it can maintain its distinct identity while adapting to global market demands. ## Sources covering this story - [Il Sole 24 Ore – Italia — KFC Launches Fast Food Outlets on Italian Ski Slopes](https://www.ilsole24ore.com/art/kfc-porta-pollo-fritto-e-fast-food-piste-sci-farinetti-non-c-entra-nulla-AJO3fy9B) - [Inc.com — KFC Faces Legal Threats Over Italian Ski Resort Expansion](https://www.inc.com/moses-jeanfrancois/kfc-opening-italy-luxury-ski-slopes-major-shareholder-threatening-to-sue/91433669) - The Local Italy — KFC Faces Backlash Over Planned Expansion Into Italian Dolomites - https://www.thelocal.it/20261110/kfc-heads-for-italys-dolomites-ski-slopes-despite-backlash — - [Source — KFC Faces Backlash Over Expansion Into Italy's Dolomites](https://www.independent.co.uk/travel/news-and-advice/kfc-restaurant-dolomites-italy-backlash-b3083033.html) - [Metro UK — Italians Protest New KFC Outlets in Historic Dolomite Ski Resorts](https://metro.co.uk/2026/11/12/italians-furious-two-new-kfc-restaurants-set-open-historic-skiing-hotspots-29786439/) --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._