American fast-food chain McDonald’s is set on expanding its operations in Switzerland, but not everyone is happy about its plans for a new Zurich location – including British actress Emma Thompson.
Currently, there are 190 McDonald’s restaurants throughout Switzerland and the company is eyeing further expansion.
One of the planned sites is a historic building on the Limmatquai, a scenic riverside promenade in Zurich’s Old Town.
However, many local (and not) residents have a beef with the plan and had launched a petition against it.
To date it has gathered 1,600 signatures.
‘Act of self-mutilation’
The project’s opponents got a boost when a famous actress – Emma Thompson – offered her support.
The British actress reportedly stayed at the Hotel Storchen in 2025, from which she appreciated the view over the Limmatquai and the historic centre in general.
When a two-time Oscar winner got wind of the McDonald’s plan, she spoke out against it.
In an email she reportedly wrote to a Zurich newspaper Tages Anzeiger, the actress said that opening a fast-food chain at this particular location constitutes an “act of self-mutilation.”
“I hope that this legitimate and necessary petition will bring about a change in mindset,” Thompson added.
Advertisement
What’s next?
McDonald’s said the project in question was specifically adapted to the Limmatquai’s architecture and a building permit had already been issued.
In the meantime, the matter is before the Cantonal Court of Appeals for Construction Matters, which will have to rule on the project’s future.
Petition organisers said, however that if they don’t win, they will take the case all the way to the Federal Court.
Déja-vu
This protest is bringing back memories of a similar situation that occurred several years ago in Lausanne.
There, residents joined forces to protest against an influx of US fast food restaurants to their city, complaining about the “devastating effect on health, as well as social and environmental consequences of fast food.”
