Evil burgers

Burgers are evil, and not just with regard to the sacred blood fat values. And even though we all need one of these gruesome fatty burgers from time to time, for our nerves or simply to stave off hunger, those of us who think we're something prefer to sneak unseen to McDonald's or Burger King and lower their eyes in front of the cash register so as not to be recognized by colleagues who are equally hungry for nerve food. Nothing is worse than admitting that sometimes you just need a Big Mac or Crispy Chicken.

The McDonald's and Burger King brands are incredibly strong, and even the youngest children can recognize the yellow M in the sky from afar on the highway and want to go there - even though Mommy would drive all the way to the next town on the long trip to find a cozy little restaurant. No chance. No interest. It has to be a burger!

The companies are working hard on their image, experimenting with organic and regional foods, and getting involved in social issues. The kids aren't interested in one thing - organic food and stuff like that - and the old people aren't interested in the other - trying to get out of the junk food corner.

While the youngsters are completely relaxed about their penchant for children's menus and the gadgets that go with them (just as they think they can have a juicy little bar of chocolate for dinner), the older generation always has the feeling that they have to justify themselves when the family dines at Mac's: "Only as an exception, there's nothing else ...". And if you go to McDonald's alone, you have to wash down your remorse with a Sprite and a McFlurry.

What I'm getting at is that everyone wants McDonald's, but no one wants to admit it. In addition, burger stores are finding it increasingly difficult to rent premises in good locations, even if they promise to adapt to the architecture and surroundings, or even to sell "high-end burgers.

In Zurich, McDonald's wanted to open a branch in the corner building next to the Pfauen Schauspielhaus in 2013. What followed was a big hullabaloo: a fast-food outlet was the wrong neighbor for a renowned, internationally respected theater, the Schauspielhaus said. They did not believe that McDonald's could offer theatergoers a "gastronomic home". As a result, the cultural institution collected 6500 signatures against McDonald's from theatergoers. The fast-food giant eventually pulled out. Those who often rush to the theater after a hard day's work still find themselves in a dilemma: too little time for greasy pizza, no desire for sandwiches in plastic wrap. So the stomach growls, while Homo Faber recognizes himself. Wouldn't a burger have been better?

Incidentally, McDonald's will also have to move out of its branch on Zurich's Bahnhofstrasse near Globus at the end of March. The owner has found a better tenant: Tages-Anzeiger boutiques. It tastes a bit like bullying.

Even in the land where lemons bloom, McDonald's recently faced a chilly headwind: The company wanted to open a branch in Florence's Piazza Duomo. Dario Nardella, mayor of Florence, said, "No!" Now McDonald's has had enough, the burger giant feels discriminated against: "We agree that cultural and artistic heritage as well as Italian historic city centers must be protected," McDonald's said in a statement. "But we cannot accept discriminatory regulations that damage the freedom of private initiatives." The fast-food chain is now seeking 18 million euros in damages from Florence.

Now it will be exciting to see what the dispute does to the brand. I have a feeling it will strengthen it - with consumers. I, for one, am much more disturbed by banks and their emblems in central locations of beautiful cities like Florence and Zurich than by those of food service providers who let me enjoy Homo Faber and Il Duomo without a queasy stomach. Growl.

Anne-Friederike Heinrich, Editor in Chief

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