The location of the most important decision of the year does not suit Migros at all. Not far from the villa of the Brazilian multi-billionaire Jorge Lemann and in the immediate vicinity of Roger Federer’s future estate is the Gubel guest house, a stately villa at the lower end of the right bank of Lake Zurich near Rapperswil. At this noble and at the same time discreet address, far away from the Migros Tower on Zurich’s Limmatplatz, the coronations of future Migros bosses usually take place.