They have colonised our plates, our roads and our reflexes - without a referendum. Under the gilded arches and buckets of chicken, it's not just a menu that's being imposed, but a model: eat fast, eat the same, eat anything. On our motorways and in our cities, American franchises are gradually replacing traditional restaurants, standardising taste and trivialising junk food, for which we are paying the health, cultural and mental price. What presents itself as “practicality” is in reality a silent dispossession. And what if the real act of resistance today simply began... by refusing to swallow what's being forced down our throats?
McDonald's, KFC & co are sold to us as “convenience”. In reality, it's a soft colonisation: standardised junk food, cloned brands, and a culinary culture replaced by copy-and-paste menus. All this, with a health and social bill that the population pays - while the profits go elsewhere.
1) It's not “just a burger”: it's a food model that's damaging
Switzerland has not been spared: in 2022, 43% of people aged 15 or over were overweight or obese (31% overweight, 12% obese).
And the same official report notes that obesity is more often accompanied by severe symptoms of depression.
This is not a moral issue: it's a public health issue. The major scientific studies on ultra-processed foods (at the heart of fast-food models) associate higher exposure with more risks, in particular cardiometabolic and common mental disorders.
The same logic applies to research institutions: IARC (WHO) reports that higher consumption of ultra-processed foods is associated with an increased risk of cancer and cardiometabolic multimorbidity.
In short: this “fast and cheap” model is neither neutral nor free.
2) “It's growing like mushrooms”: the Swiss route is open for business
The most visible symbol of this is the motorway: service areas and hubs where standardised brands are appearing in series, and where local offerings are in decline. Even motorway restaurants are explicitly announcing their presence on the motorway. numerous sites with licensed trademarks (e.g. Burger King).
The result is that on the journey, you are no longer discovering a terroir - you are “consuming” a brand.
We no longer stop for an inn, a brasserie or regional cuisine - we stop because the logo is the same as yesterday, 200 km away.
3) The trap: replacing culture with habit
Fast food doesn't win because it's better. It wins because it is predictable, omnipresent, formatted - and we end up confusing “choice” with “reflex”.
A brand is not just a restaurant: it is a chain of influence on our routines, first and foremost those of young people, with the standardisation of “fast food” and “the same food”.
4) Boycotting is simple: move the euro (and the franc) from reflex to common sense
No need for grand speeches. A clear strategy:
-
Targeted boycott Starting with McDonald's and KFC (and, more broadly, US junk food franchises).
-
Intelligent replacement on the motorway and in town, choose voluntarily a local alternative (inns, bakeries, brasseries, independent snack bars, regional cuisine).
-
Social signal Take responsibility for the choice, say so and explain it - because the norm can be changed by example.
-
Portfolio vote Every purchase is a ballot paper: either for uniformity or for diversity.
A few facts and figures (Switzerland)
-
McDonald's publishes figures and facts for Switzerland, which has a very large number of restaurants.
-
KFC Switzerland lists its restaurants and locations.
(The point is not to deny local employment. The point is to reject a food and cultural model that replaces quality with ubiquity).
Conclusion - Freedom is also what you refuse to swallow 🇨🇭
Switzerland has no vocation to become a giant service area.
Nor a chain-fed population.
Nor a culinary culture replaced by interchangeable franchises.
Boycotting McDonald's and KFC is not about moralizing: it's about taking back control.
Our health. Our habits. Our roads. Our culture.
And if we want to see typical restaurants again tomorrow, we have to start with a very simple decision today: no longer finance what makes them disappear.
🇨🇭 Without funding, there can be no resistance. Support Swiss Sovereignty now: https://souverainete-suisse.ch/faire-un-don/
We analyse what the media keep quiet. What Berne negotiates, we dissect. Join our HQ on Telegram now: https://t.me/swisssovereignty