KFC to Open First High-Altitude Outlets on Italian Slopes

KFC Italia will open its first high-altitude restaurants on Italian ski slopes on December 5, with outlets planned for Cortina d’Ampezzo and Madonna di Campiglio in the Dolomites. The restaurants will be located at 2,123 metres on Mount Faloria and 1,700 metres on Piana di Nambino, marking the first time a fast-food chain has operated on an Italian ski slope.

KFC Italia described the initiative as a strategy to reach unexpected locations and expand its market beyond Gen Z. However, the move has drawn sharp criticism from mountain and food purists. Alberico Zardini, a majority shareholder in Faloria Spa, condemned the decision as "disgraceful" and threatened legal action to block the outlet on Mount Faloria.

Other critics, including Eataly founder Oscar Farinetti, argued the expansion reflects a decline in cultural appreciation for traditional Italian cuisine. Representatives from the Trentino provincial council and Mountain Wilderness also expressed concerns that the presence of a global fast-food brand would erode the identity of the mountain region.