Despite empty promises under "Generation M", Migros is going full throttle into the past. The latest example is CHICKERIA, a gastro concept that fits perfectly into the 1970s and 80s. Back then, when the big Mc from the USA also became popular here.
But now we are in the 21st century. Vegi, vegan and organic are all the rage. People are attaching more importance to healthier and not just faster food.
Take Winterthur, for example: a really pleasing development can be seen here. In addition to Tofulino, vegan kebabs and salad boxes, there are more and more organic and healthier options for eating out.

And then the inventor of Generation M comes along and opens a Güggeli grill !!! Fast food in its purest form. The food is munched from disposable "dishes". Fast? Yes. Something tasty? Hardly.

Migros will soon be going one better at Lake Constance: a Chickeria Drive-in! More Americam way of life is hardly feasible. By car to the Güggeli Grill. Bravo Migros.
If the next American president ever comes to Switzerland, he'll be proud of you...