[grimen]

McDonalds has a really bad rumour in Sweden. Yes people eat there, but people are starting to change mindsets I've noticed. Subway and such a bit healthier alternatives are becoming more popular.

Wort to notice is that what McDonalds is earning money on is not really the food, it's the real estate and speculation around these. IKEA do the same thing: "We want t build a building here" - who wants to have a store nearby? bids by other companies and regions who want people to come there more often and pay tax.

[roel_v]

How long have there been Subway franchises in Sweden? More people are going to Subway here (Netherlands) too, but that's just because they're only now starting to open more shops.

Furthermore, http://sverigesradio.se/sida/artikel.aspx?programid=2054&... says that you're flat out wrong - 2010 was a record year for McDonalds turnover in Sweden. Unless you have data on McDonalds' image and the result of that on its turnover in Sweden, don't take your impressions of certain phenomenons as fact because it's sure to suffer sample bias.