In addition to the snow, controversy is raging over the announced openings of two KFC fried chicken fast food restaurants directly on the slopes of Madonna di Campiglio and Cortina d'Ampezzo (see EFA News article).

When contacted by EFA News, the company that manages the KFC brand for Italy preferred not to comment or respond to the controversy.

But how did this project come about? It all stems from a partnership between KFC and Super G, a group that aims to take over the management of historic mountain huts in luxury mountain resorts and transform them into entertainment centers. Founded in 2013 in Courmayeur by Andrea Baccuini and Giacomo Sonzini, Super G currently has four locations: Courmayeur, Cervinia, Madonna di Campiglio, and Cortina d'Ampezzo. It arrived in Cortina in 2025, taking over the management and redeveloping the historic Rifugio Faloria, where KFC will now also open for the entire season.

"We really wanted this project because it perfectly represents how we envision KFC's evolution: continuing to surprise, reaching places no one would expect to find us, and doing so without sacrificing what makes us unique," said Marzia Farè, Chief Marketing Officer of KFC Italy. "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," she added.

"We believe that hospitality must be able to embrace the diversity of its audiences, expanding choice and creating new opportunities for interaction," commented Andrea Baccuini, founder of Super G. "We have always worked to make a day at altitude an experience that brings together different people and interests. The collaboration with KFC is part of this journey: an international brand, familiar to different generations, joins our Mountain Clubs and expands their offerings. This is the value we recognize in a partnership: contributing to a shared project, enriching its offerings and strengthening its identity."

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