In a dramatic series of protests, three activists from the environmental group Ultima Generazione targeted renowned chef Carlo Cracco's restaurant in Milan's Galleria Vittorio Emanuele II on March 26, 2025. This marked the third protest in just one week, as the activists sought to draw attention to social inequalities in Italy and promote their campaign, ‘Il giusto prezzo’ (The Right Price).
During the protest, the activists, who had made a reservation at the restaurant, ordered glasses of wine before launching into their demonstration. They stood on a table, unfurling a banner that read 'Il giusto prezzo' while pouring wine onto the table. Their actions were a symbolic gesture against what they called 'unjustified luxury,' a stark contrast to the hunger and economic struggles faced by many outside the restaurant’s walls.
According to reports from Adnkronos, the activists expressed their frustration with the growing divide in Italy, stating, “We are here for the third time at Cracco’s restaurant to denounce a divided Italy, where inequalities grow in the indifference of those in power who live in luxury.” They emphasized that their protest was not an attack on Cracco personally but rather a spotlight on the disparity between the wealthy and those struggling to make ends meet.
After the protest escalated, police intervened, escorting the activists to the police station. In a twist, one of the activists, Paola, accused Cracco of stealing her cell phone during the protest, claiming he took it from her hands and refused to return it, responding with a curt “Absolutely not.” This allegation has led to further legal complications for the chef, who is considering legal action against the protesters for their repeated disruptions.
In response to the protests, Cracco took to Instagram, stating, “For those who come to us, we do not offer suspended meals, but a lot of free publicity, that's right.” His comments indicate a mix of sarcasm and frustration, as he suggested that the protests were providing him with unwanted publicity while hinting at potential legal repercussions for the activists.
The protests have not only targeted Cracco but also highlighted broader issues of wealth disparity in Italy. The activists have been vocal about their demand for Cracco to open his restaurant once a week to provide free meals to those in need, framing it as a gesture of solidarity with the struggling population. They argue that in a country where a luxury meal can cost as much as a family’s monthly groceries, it is unacceptable that many cannot afford basic sustenance.
Cracco’s restaurant has become a focal point for these protests, as the activists view it as a symbol of extreme wealth and privilege. However, some critics argue that targeting a single restaurant overlooks the larger systemic issues at play. The protests have also drawn attention to the fact that Cracco employs over a hundred staff members and contributes significantly to the local economy.
Previously, Ultima Generazione staged protests on March 19 and March 23. During the first protest, five activists sat on the restaurant floor, chanting slogans to disrupt the dining experience, while the second protest involved pouring tomato sauce inside the restaurant's veranda to symbolize their rejection of luxury in the face of poverty.
Despite the protests, Cracco’s response has been characterized by a mix of humor and defiance. He pointed out that the publicity generated by the protests is “free for the moment,” suggesting that he may take legal action against the activists. This has sparked a debate about the effectiveness of their protest tactics and whether they are achieving their intended goals.
Ultima Generazione has also been active in other forms of protest, having previously vandalized luxury brand stores such as Bulgari and Gucci in both Rome and Milan. Their actions aim to challenge the status quo and draw attention to the stark contrasts between wealth and poverty in Italy.
As the protests continue, the question remains whether such actions will lead to meaningful change or simply serve to heighten tensions between activists and those they seek to criticize. Cracco’s restaurant, with its high-profile status, may be an easier target for the activists than larger corporate entities, which often have more resources to defend themselves.
While Cracco’s culinary expertise and celebrity status have made him a household name in Italy, the ongoing protests have forced a conversation about the responsibilities of those in positions of privilege. As food insecurity continues to plague many Italians, the activists argue that luxury dining should not exist in a vacuum, disconnected from the realities faced by the majority.
In the wake of these events, Cracco’s restaurant has become a battleground for discussions surrounding social justice, economic disparity, and the role of the wealthy in addressing societal issues. As both sides prepare for potential legal battles, the outcome of this conflict may set a precedent for how similar protests are handled in the future.
Ultimately, the protests at Carlo Cracco's restaurant have sparked a larger dialogue about the intersection of luxury, privilege, and social responsibility in modern Italy. Whether these actions will lead to substantive changes in policy or public perception remains to be seen, but the activists are determined to keep the conversation alive.
