From 2024, people across German-speaking Switzerland will be able to indulge in some deep-fried Americana, with Five Guys announcing that it will soon be moving to the region. The famous red and white brand will be opening its first store in the Swiss mountains before moving down into the cities.
In a statement, Five Guys confirmed that it would be taking on the giants of McDonald’s and Burger King by launching its stores in German-speaking Switzerland. Currently, the brand has two stores in Geneva and one in Lausanne but now wants to see its iconic capitalised signs on the opposite side of the Röstigraben.
The first Five Guys in the region will be opened at the beginning of 2024 at the Fashion Outlet near the station in Landquart, Canton Graubünden - the town near Chur which serves as the main rail transit hub between Swiss cities and ski resorts. However, Watson noted that Five Guys has always been eyeing a store in the "Swiss Metropolis", so Zurich is slated to be the next branch to open after that.
Five Guys was originally founded by Janie and Jerry Murrell in Virginia in 1986, with the name referring to the fact they had five sons together who all now work in the business. Today, the company has restaurants in 24 countries around the world, employs 5.000 workers and made 1,7 billion US dollars in 2021.
The decor and the food are meant to resemble a 1950s American diner, with red and white booth-like seating paired with typically enormous burgers, milkshakes and copious amounts of French fries. Their blend of flavours has earned them some high-profile regulars, with none other than former US President Barack Obama reported to be a fan.
They are notable for preparing fresher burgers and fries than the competition while still keeping a quasi-fast-food speed of service. However, as is the case with all fast food in Switzerland, don’t expect American prices, with a cheeseburger in their Romande locations costing 17 francs.
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