McDonald's plans to open 50 new restaurants in Sweden over next five years; company hit new sales records in country every year between 2006 and 2012
, June 19, 2014 (Esmerk) – McDonald's plans to open 50 new restaurants in Sweden in five years. The hamburger chain seeks to profit from Swedes' growing interest for healthy food and is to introduce more options on the menu. While the burger chain does poorly in the U.S., Swedish McDonald's hit new sales records every year between 2006 and 2012. A lot of it is tied to the SEK 850 (EUR 94.16 USD 127.96) that has been invested in nicer restaurants and more variety on the menu. Swedes become more and more aware of what they eat and have increased demands on animal care. Olli Kilpi, CEO of McDonald's Sweden, says that McDonald's wants to provide what customers want but still preserve its identity. The fast food chain offers organic coffee, milk and, usually, Krav-labeled eggs. Although Olli Kilpi claims that McDonald's is the largest buyer of Swedish beef, large quantities are still imported from Germany and Poland. According to Kilpi, the Swedish production is not enough to satisfy the need.