1/3 of all the food we eat is made possible by bees. But the bee population is declining around the world. To help the bees, some of McDonald’s restaurants in Sweden have beehives on their rooftops. The initiative started out locally with one franchise but is now growing with more franchisees around the country joining the cause. To celebrate the initiative which is part of McDonald’s Swedens sustainability work, we created what could be the world’s smallest McDonald’s – a fully functioning beehive. The bees enter the hive through the main entrance and the restaurant also has a McDrive and seating outdoors. McHive was designed and built by award winning set designer Nicklas Nilsson. It was auctioned out on 21 May during a charity fund raiser for Ronald McDonald house charities and sold for 10.000 dollars. McHive generated publicity in over 80 countries. Some of the world’s biggest sites, tv stations and news outlets covered the story. All in all, 6 billion possible impressions in earned media. And consumers from all parts of the globe petitioned their local McDonald’s to start holding bees on their rooftops.
