Two new KFC restaurants are set to open in the Dolomites ski resorts of Cortina d’Ampezzo and Madonna di Campiglio on December 5, a decision that has sparked outrage among Italians and criticism from government ministers.
The fast-food chain said the locations were chosen as a way to “surprise people” by “reaching places” that are unexpected, according to reports from national newspaper Corriere Della Sera.
Government ministers criticise the decision
Tourism minister Gianmarco Mazzi told the publication that holidaymakers choose the Dolomites for the “authenticity” of the food, noting that Italian cuisine is recognised by UNESCO. “Certain decisions risk distorting the identity of our iconic places, making them the same as all the others,” he said.
“The 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 decision has been criticised by ministers responsible for food, tourism and agriculture.
Fast food's limited appeal in Italy
Fast food outlets have less appeal in Italy than in other countries. There are 805 McDonald's branches in Italy compared to 1,505 in the UK, and 150 KFC restaurants in Italy versus 1,016 in the UK, though there are plans to grow the Italian total to 185 by the end of the year.
Italians are also protective of their cuisine. Earlier this year, chef Davide Tamburella was fired from a restaurant in Brisbane, Australia, for refusing to prepare a pizza with pineapple on it. He described the request as an “insult to his culture” and reportedly told managers that their instructions “need not be followed when it is offensive to his culture”.
Mixed reactions from tourists online
Online reactions to the new KFC outlets have been mixed. On the r/UnderReportedNews Subreddit, @Plantherbs pointed out the “grease smell that will billow out”, adding “so much for pristine mountain air.” On Facebook, Brian Williams said: “If you’re in Italy and you want to eat KFC, you need to reevaluate your life choices.” Elizabeth-Soraya Matthews sarcastically wrote: “There’ll be a Wetherspoons opening next to it any day now.”
Others defended the move, with @AudibleNod writing “Just eat somewhere else,” and @Sedert1882 saying “it’s a global brand and the slopes are a global attraction, so there’s synergy. Get over yourselves.”
Metro has contacted KFC Italia for comment.
