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.