McDonald's Value Hotels
McDonald's enters the hotel fray
"Do you want sheets with that?" could be the question from behind the counter now that the golden arches have spread over another area of the service industry. Two McDonald's "value" hotels are expected to open in Switzerland in spring 2001: a 211-room property near the Zürich airport and an 80-room hotel on a highway outside Fribourg. The head office of McDonald's, in Illinois, gave its Swiss franchisee the go-ahead, but the company has no plans to build more—yet. "This is a limited test," says a spokesperson, who admits it's a good opportunity to synergize: "The primary drive is to sell more McDonald's burgers." Restaurants, of course, will adjoin the hotels. But will they need a new motto?"Billions and billions bedded"?