Business · Companies · 30 mins ago
KFC to open restaurants at two Italian ski resorts
KFC plans to open restaurants on ski slopes at Cortina d’Ampezzo and Madonna di Campiglio in Italy on 5 December.
The outlets will be the first fast-food restaurants on an Italian ski slope.
At Cortina, the restaurant will be inside the Faloria mountain club, while the other will be at Piana di Nambino.
The plans have drawn criticism from people who say the chain does not fit the mountains or Italian food traditions, and a Faloria shareholder has threatened legal action.
With ski-pass prices rising, the outlets may offer a cheaper food option at resorts described as extremely pricey.
KFC says the project is meant to reach customers beyond its young loyal base, including families and mountain visitors.
KFC plans to open restaurants at the Italian ski resorts of Cortina d’Ampezzo and Madonna di Campiglio on 5 December.
The outlets will be the first fast-food restaurants on Italian ski slopes.
The plan has drawn criticism from people who say fast food conflicts with mountain culture and Italian food traditions.
KFC Italia says the project will help it reach a broader market and surprise customers.
Italy’s agriculture minister says tourists will judge the model and calls for competition based on accessible quality.
- Who
- KFC Italia plans to open the restaurants. Critics include local figures, food-business leaders and Italy’s agriculture minister.
- What
- KFC will open two high-altitude restaurants at Italian ski resorts.
- When
- They are due to open on 5 December.
- Where
- Cortina d’Ampezzo and Madonna di Campiglio, in the Dolomites, Italy.
- Why
- KFC says the project will help it reach places where people would not expect to find it and target a broader market.
KFC Italia
Critics of the restaurants
Purpose
KFC Italia
KFC says the project will let it surprise customers and reach places where people would not expect to find the chain.
Critics of the restaurants
Critics say fast food conflicts with mountain culture, local identity and Italian food traditions.
Role of competition
KFC Italia
KFC presents the outlets as a way to serve a broader market, including families and mountain visitors.
Critics of the restaurants
Agriculture Minister Francesco Lollobrigida says competition is legitimate but should focus on quality that is accessible to all.
The planned KFC openings drew public criticism and comments from Italy’s agriculture minister.
KFC is due to open its restaurants at Cortina d’Ampezzo and Madonna di Campiglio.
- Opening date
- 5 December
- Cortina d’Ampezzo site
- 2,123 metres, inside the Faloria mountain club
- Madonna di Campiglio site
- 1,700 metres, on Piana di Nambino
- Number of planned restaurants
- 2
- Minister
- Francesco Lollobrigida, Italy’s agriculture and forestry minister
2 sources
What people are saying
We strongly wanted this project because it perfectly represents the way we imagine the evolution of KFC: continuing to surprise, reaching places where no one would expect to find us, and doing so without giving up what makes us unique
I am not against innovation in principle, but I believe the mountain environment and what tourists seek in an experience among the peaks are at opposite poles from fast-food culture.
The mere idea is disgraceful
We Italian consumers should be a tad more cultured