KFC is facing fierce backlash over plans to bring fried chicken restaurants to two of Italy’s most exclusive ski resorts, with critics warning that the fast-food giant could threaten the Alps’ traditional mountain culture.
The American chain is preparing to open two outlets next month in Madonna di Campiglio and Cortina d’Ampezzo, both popular destinations for skiers and luxury holidaymakers. The restaurants will be located more than 2,000 metres above sea level, making KFC the first fast-food company to establish outlets in Italian ski resorts.
However, the move has not gone down well with mountain lovers and local figures, who fear the expansion of international fast-food chains will further erode the region’s centuries-old traditions.
For generations, visitors to the Italian Alps have enjoyed meals at rustic mountain shelters known as rifugi, which traditionally serve hearty local dishes such as venison stew, polenta with mushrooms and luganega sausages.
The arrival of KFC has raised concerns that these traditional retreats are increasingly being replaced by commercialised tourist attractions.
Carlo Zanella, president of the South Tyrol branch of the Italian Alpine Club, criticised the development, telling The Times: “Everywhere down the valley has already been destroyed and now they are ruining what beauty remains higher up.”
He also questioned what other international food chains might follow, warning: “After KFC, who knows what will be next? Soon, you’ll be able to find sushi at 2,000m.”
Cortina mayor Gianluca Lorenzi also expressed reservations, saying people who visit the mountains expect a different experience. Meanwhile, the town’s urban planning chief, Stefano Ghezze, reportedly described the plans as “surreal”.
Both KFC outlets will operate inside Super G, a high-altitude mountain club featuring restaurants, spas and bars known for its DJ performances.
Instead of traditional Alpine meals, customers will be able to order crispy chicken tenders, spicy wings and buckets of fried chicken. Prices have yet to be announced, while both outlets are expected to remain open until the end of the ski season.
KFC Italy chief marketing officer Marzia Farè said the expansion was aimed at attracting younger Gen Z customers and introducing the brand to unexpected locations. She said the move would help “widen the KFC community” and allow the company to “continue to surprise”.
The expansion is part of KFC Italy’s wider growth strategy, with the company aiming to increase its restaurant network from 150 outlets in 2025 to 185 by the end of this year.
But environmental and conservation groups have also raised concerns about the growing commercialisation of mountain destinations.
Luigi Casanova, president of the Italian chapter of environmental group Mountain Wilderness, declared: “The season for polenta and luganega sausages is over.”
Speaking to Corriere della Sera, he criticised the growing presence of mass-market tourism, saying thousands of visitors were now being offered fried chicken, loud music and helicopter rides.
The controversy comes as Italy’s mountain resorts experience a surge in tourism, partly driven by social media exposure. Trentino province recorded more than 20 million overnight stays last year for the first time, representing a 3.2% increase from the previous year.
Bookings at mountain shelters operated by the Italian Alpine Club also jumped by 80% in the first half of this year compared with 2025, contributing to growing traffic congestion along mountain roads.
Traditional Alpine shelters are also increasingly being transformed into Michelin-starred restaurants and luxury hotels. Cortina, which co-hosted this year’s Winter Olympics, is expected to have 10 five-star hotels by the end of next year.
The influx of visitors has also brought more luxury parties, oyster feasts and helicopter trips to areas once known for their peaceful mountain atmosphere.
KFC is not the first fast-food giant to venture into European ski destinations. Sweden’s Lindvallen resort has operated McDonald’s ski-through restaurant, known as McSki, since 1996.
McDonald’s also faced opposition in 2023 when it announced plans to open an outlet in Lombardy’s Upper Camonica Valley. Residents launched a petition against what they described as the commercialisation of green land, but the restaurant eventually opened in Edolo, at an altitude of 720 metres.
Beyond concerns about preserving local traditions, the tourism boom has raised questions about the environmental pressure on the Alps.
Last summer, a combination of mass tourism and warmer temperatures contributed to severe water shortages, with reservoirs running dangerously low, mountain pastures turning yellow and melting glaciers exposing dark rock.
Zanella warned that supplying KFC’s remote outlets could place further strain on already pressured infrastructure, whether deliveries were made by road or air.
“Either it will be by road, which will mean more traffic jams, or it will be by air, meaning more helicopters and more noise,” he said.
