At "McSki," located in the popular Swedish ski resort of Lindvallen, about 450 kilometers northwest of Stockholm, skiers order hamburgers and French fries through a special window and ski off, munching as they go.
The restaurant, which also has indoor seating for about 140 people, is some 100 meters from the resort's main ski lift, which can carry about 3,000 people an hour.
"The idea for the ski-through was actually under the theme of being where our customers are. Our guests decide where we should be," said Swedish McDonald's spokesman Bjorn Kallstrom at the opening ceremony for McSki. Kallstrom said McDonald's aims to have 200 restaurants in Sweden by the year 2000, up from 120 today.
"We have discussed a goal of about 200 restaurants in the year 2000. If we find the sites we see that we can easily have that number of restaurants," Kallstrom said.
Kallstrom said McSki has aroused interest from McDonald's companies in other countries as well.
"We don't have any plans for more ski-throughs in Sweden, but who knows what will happen in the future," he said.
McDonald's fare is an alternative to higher-priced restaurants in the family-oriented resort of Lindvallen, which is the sole listed ski resort on the Stockholm stock exchange, he said.
--
A Message from The Moscow Times:
Dear readers,
We are facing unprecedented challenges. Russia's Prosecutor General's Office has designated The Moscow Times as an "undesirable" organization, criminalizing our work and putting our staff at risk of prosecution. This follows our earlier unjust labeling as a "foreign agent."
These actions are direct attempts to silence independent journalism in Russia. The authorities claim our work "discredits the decisions of the Russian leadership." We see things differently: we strive to provide accurate, unbiased reporting on Russia.
We, the journalists of The Moscow Times, refuse to be silenced. But to continue our work, we need your help.
Your support, no matter how small, makes a world of difference. If you can, please support us monthly starting from just $2. It's quick to set up, and every contribution makes a significant impact.
By supporting The Moscow Times, you're defending open, independent journalism in the face of repression. Thank you for standing with us.
Remind me later.