KFC ignites fury in Italian Alps with plans to serve skiers buckets of chicken

Most people associate post-skiing sustenance with a melting cheese raclette and a glühwein...not buckets of fried chicken.However, that's all set to change in the Italian Alps next month, when fast food giant Kentucky Fried Chicken (KFC) opens in two locations in the Dolomites on December 5. The company says it wants to bring 'Finger Lickin' goodness' to places you wouldn't expect to find it, and the brand has chosen Italy's upmarket Cortina d'Ampezzo and Madonna di Campiglio resorts for its first Italian mountain outlets, The Guardian reports.However, the move has sparked controversy with locals including skier Alberico Zardini, who is a majority shareholder in Faloria Spa in Cortina d'Ampezzo and described the idea as 'disgraceful'.He told Il Messaggero: 'It's absurd and shameful to imagine a fast-food joint in the most beautiful spot in Cortina. Do the people of Cortina not realise what we're risking here?'Meanwhile, Eataly founder Oscar Farinetti told Il Sole 24 Ore: 'We Italian consumers should be a tad more cultured.'We need to acknowledge our assets – our cuisine made of few ingredients and excellent products. There is a lack of studying one's own roots – we're eating fried chicken instead of a nice slice of salami with a glass of fresh wine.' Skiers may soon be able to grab Kentucky Fried Chicken (KFC) in the Dolomites - a move which has infuriated some locals The fast food chain plans to offer some of its menu in Italy's upscale Cortina d'AmpezzoItaly's tourism minister Gianmarco Mazzi also spoke out against the decision and, according to local news outlet Corriere Della Sera, said: 'International tourists choose our region for the authenticity of its places and typical flavours, our Italian flavours, those of the only cuisine in the world recognized as a UNESCO World Heritage Site.'Certain decisions risk distorting the identity of our iconic places, making them the same as all the others. Mountains should be valued for what they are, not standardised, because it is precisely their identity that makes them unique and attractive throughout the world.'The news has stirred quite a reaction online too; one person posted on X: 'Most fast food c**p doesn't belong in the US never mind Italy, a nation with a rich and varied culinary culture.''KFC is coming to mountain huts in Madonna di Campiglio and Cortina. Embarrassing,' a local fumed. Some were more supportive, one person wrote: 'I believe everyone should be able to eat whatever they want, wherever they want. They'll probably end up putting a KFC inside a mountain cabin, just so Mieli's aesthetic sensibilities aren't offended.' A petition on Change.org titled 'Stop KFC from opening in our mountains' has been launched and has accumulated over 16,000 signatures at the time of writing. 'The idea of ​​opening a KFC atop our mountains would not only diminish the uniqueness of the landscape, but would also contribute to the loss of the cultural identity that has made our peaks famous worldwide,' the petition reads.'We want to preserve the diversity and beauty of local culinary traditions, promoting sustainable tourism that respects and enhances our heritage.' Madonna di Campiglio is the second resort where skiers may soon be able to pick up a bucket of fried chicken and chips'The Colonel' - the brand's famous mascot - might not be appearing on the slopes as standalone restaurants and instead will be within spaces managed by Italian mountain club company Super G.Following the backlash, it has since been reported that KFC will not have a standalone flagship store at the Faloria Refuge in Cortina and plans for its branding have been scaled back, Corriere Della Sera reports.Instead, the building will maintain its current, traditional appearance and will continue to offer classic Italian food and après-ski options. There will be six KFC products offered at the existing bar-cafeteria area on the ground floor such as sandwiches, toasted sandwiches, snacks and drinks.General manager Renzo Minella told the publication: 'The Faloria Refuge is a symbolic place, an integral part of the history and identity of the area. 'We have a duty to protect its architecture and its relationship with the landscape: there is no room for ambiguity on this.'Madonna di Campiglio has followed similarly and Super G has announced that its existing facility will also keep its full aesthetic and appearance under the 'Meraviglioso' brand, continuing to offer the classic après-ski experience.Marzia Farè, chief marketing officer of KFC Italy, told brandnews.it: 'We really wanted this project because it perfectly represents how we envision KFC's evolution: continuing to surprise, reaching places where no one would expect to find us, and doing so without sacrificing what makes us unique. 'Gen Z has always been one of our most loyal audiences, but we want to continue to expand the KFC community and engage with a more diverse audience, from young families to mountain enthusiasts. 'The high altitude allows us to do so through a new format that strengthens the brand's premium positioning.' A KFC spokesman told the Daily Mail: 'KFC is proud to serve communities around the world and, wherever we operate, we work to be a respectful and responsible part of the community. 'We recognize the importance of the traditions and culture in Cortina d’Ampezzo, Madonna di Campiglio, and the region. We are collaborating with local partners to deliver the experience our customers expect, while respecting the character of the location.'