I've noticed myself that I've been spending more and more time at Coop in recent months - and almost none at Migros. One reason for this is Migros' comparatively non-innovative range of freshly made convenience food (hot and cold). Apart from at the airport, Coop is ahead everywhere (and almost there too...). What's more, there's a Coop variant (to go/pronto) on almost every street corner - and since you've been cutting back, the orange M no longer attracts me at all... and let's be honest: the fact that you sell everything abroad (including suppliers) will also drive up the price...
I've always seen myself as a Migros child... but now... I almost don't give a damn... You have McKinsey to thank for a lot (cash out) - but certainly not a good move from the customer's point of view...