by InTrieste
KFC plans to open two restaurants at Italian ski resorts this winter, bringing the American fast-food chain to the slopes of Cortina d’Ampezzo and Madonna di Campiglio for the first time. The move has prompted debate over the growing commercial presence in mountain destinations, with some welcoming a more affordable dining option and others expressing concern about its impact on Alpine culture and cuisine.
The two outlets, scheduled to open on Dec. 5 and operate until the end of the ski season, are being developed in partnership with Super G, a company known for its outdoor après-ski venues at several Italian resorts. Both restaurants will be directly managed by KFC.
In Cortina d’Ampezzo, the restaurant will be located at an altitude of 2,123 meters in the Monte Faloria-Cristallo area, inside the Faloria Mountain Club, which features a terrace and large windows overlooking the ski slopes. The second outlet will open at 1,700 meters on the Piana di Nambino in Madonna di Campiglio.
The restaurants will serve customers from noon to 5 p.m. Monday through Thursday and until 7:30 p.m. from Friday through Sunday. The menu is expected to include some of the chain’s best-known products, including spicy chicken wings, burgers and buckets of fried chicken.
Marzia Farè, chief marketing officer of KFC Italia, said the initiative was intended to introduce the brand to customers in unexpected settings and reach a wider audience.
While younger consumers have traditionally been an important market for the company, Farè said KFC also wanted to attract families and mountain visitors. She described the high-altitude locations as part of the company’s effort to strengthen its premium positioning.
The company said the restaurants would maintain the same product standards as its other outlets, while adapting the service format to the needs of ski resort visitors. It cited changing travel habits and an increasingly international tourism market as reasons for the expansion.
Debate over fast food in the mountains
The announcement has generated mixed reactions. According to Corriere della Sera, several mountain-focused websites and social media communities have questioned the decision, arguing that the arrival of an international fast-food chain could contribute to the commercialization of Alpine destinations and weaken their connection to local food traditions.
Others have welcomed the prospect of an additional dining option, particularly given the relatively high prices often found at restaurants on ski slopes.
The debate also reflects broader changes in mountain dining. Many slope-side establishments already rely on self-service formats to accommodate large numbers of visitors, while some mountain refuges have developed more elaborate offerings, including gourmet menus and extensive wine selections.
KFC is not the first international fast-food company to establish a presence in a ski resort. McDonald’s has operated its McSki restaurant in Lindvallen, Sweden, since 1996. The outlet features a dedicated service window that allows skiers to collect burgers and fries without removing their skis.
