“The world’s smallest McDonald’s” just opened in Sweden—and humans aren’t allowed.
The McHive is a tiny McDonald’s replica, complete with Golden Arches, a drive-thru, and tiny ads in the windows. But instead of dining booths, cash registers, and deep fryers, the McHive is filled with rows upon rows of honeycombs for bees.
As you may already know, bees play an integral role in our food system as pollinators, and the drastic declines in bee populations in recent years means a significant impact on the global crop production. (Beekeepers in the US reported losing about 40% of their hives in 2017, a trend that has continued since.)
So, in honor of World Bee Day (celebrated on May 20), the fast food giant partnered with Swedish ad agency Nord DDB, who commissioned award-winning Swedish set designer Nicklas Nilsson to craft the McHive concept.
According to Nord DDB, the idea for the ‘McHive’ sprung from a single McDonald’s Sweden location that had placed a beehive on its roof (now, five franchises have beehives, with others planning to contribute to the cause.)
The tiny McDonald’s is a fully-functioning beehive with enough room to host “thousands of important bee guests.” It was auctioned off for over $10,000 in honor of World Bee Day during a fundraiser for Ronald McDonald House charities.
“We have a lot of really devoted franchisees who contribute to our sustainability work, and it feels good that we can use our size to amplify such a great idea as beehives on the rooftops,” Christoffer Rönnblad, marketing director of McDonald’s Sweden, told Adweek.