A McDonald's Just Opened in Protected Pálava — But You Can Barely See It

A McDonald's restaurant has opened in the village of Perná in South Moravia, within the boundaries of the protected Pálava landscape area. The building went up under strict constraints: at the request of the Nature Conservation Agency, it had to blend as inconspicuously as possible into the scenic landscape of the Spálená Hospoda area.

"We've met every condition set by the Nature Conservation Agency — the only trouble is, hardly anyone can see us," admitted the company's operations director, Nikola Kříž. According to him, management is looking for ways to draw customers' attention without breaking the law: together with a local farmer, they came up with a trailer bearing an advertising billboard parked in a field, and they are also in talks with the Road and Motorway Directorate about signage — at least until the planned highway is built.

Trees, Bushes and Dimmed Lighting

The strict requirements also extended to landscaping. "Because of the drought and heat, we've had to keep planting the greenery required under the building permit even after the restaurant opened," said franchisee Renata Roubínková Bayerová. "The bushes and trees can only be planted up to a certain height, and outdoor lighting is limited too, so as not to disturb the surrounding countryside."

Jobs for Locals

From the outset, Perná's local authorities hoped the restaurant would create jobs for residents. Around 40 people currently work there, with the workforce expected to grow by several dozen more in the future.

"We have four employees straight from Perná itself, and about fifteen more from the neighbouring villages. We expect the number of local staff to keep growing, since our best advertising is the friends, acquaintances and relatives of our employees," the franchisee added.

Kateřina Kolínková, a resident of Perná, used to commute to Břeclav for work. "I used to travel thirty kilometres — now it's literally a couple of minutes from home," she said. On Thursday, she started her new job as a manager. "I'm glad several people from our village have found work here. I believe there will be even more in the future," said Perná's mayor, Ladislava Harvátová.

A McDrive for Tractors — and Horses

The new restaurant sits in an agricultural, largely wine-growing region, and the company has taken that into account. "If a farmer pulls up on a tractor, we'll happily serve him through the McDrive — as long as the tractor isn't taller than 2.8 metres. If it is, we'll raise the barrier," Kříž jokes. Bayerová added that customers from the neighbouring Rolenka vineyard already show up on horseback, so nothing much surprises them anymore.

The arrival of a McDonald's near Pálava has previously drawn criticism from local activists. Conservationist Lenka Jadrná, who has been involved in efforts to save the Church of St. Linhart in the middle of the Nové Mlýny reservoir, has argued that decisions like this could gradually erode the area's unique character.

Read also: 9 Michelin-recognised restaurants in Czechia: where to find fine dining from Prague to Moravia

Around Prague, based on reporting by novinky.cz