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HomeNewsWhat’s in a reputation? Russia rebrands McDonald’s restaurant chain | Meals Information

What’s in a reputation? Russia rebrands McDonald’s restaurant chain | Meals Information

US fast-food big McDonald’s introduced in Could that it will go away Russia following Moscow’s invasion of Ukraine.

The US fast-food big McDonald’s introduced on Could 16 that it will exit the Russian market within the wake of Moscow’s invasion of Ukraine.

On Sunday, McDonald’s eating places reopened their doorways in Moscow as soon as once more underneath new Russian possession and a brand new identify, “Vkusno-i tochka”, which interprets as “Tasty and that’s it”.

Right here’s what we all know:

The brand new emblem:

The well-known Golden Arches have been taken down and changed with a brand new emblem, resembling the letter “M” and comprised of symbols that characterize two fries and a hamburger in opposition to a inexperienced background.

Chief Government Oleg Paroev, McDonald’s former Russian head, stated the brand new firm had settled on the brand new identify – a carefully guarded secret – solely the day earlier than the launch on Sunday.

There was some hypothesis on social media about how finest to translate the brand new identify into English. “Tasty and that’s it” was broadly adopted, though one other suggestion was: “Tasty. Full cease or interval”.


“Vkusno-i tochka” reopened on Sunday in Pushkin Sq. in what was McDonald’s first restaurant in Soviet Moscow in 1990, when it bought as many as 30,000 burgers, however the queue outdoors the restaurant was a lot smaller than it was three a long time in the past.

The chain will preserve its previous McDonald’s inside however will take away any hint of its former identify.

Initially, 15 rebranded eating places will open in and across the Russian capital and one other 200 eating places by the tip of June and all 850 by the tip of summer season, executives stated.

The brand new proprietor stated as much as 7 billion roubles ($121m) shall be invested this yr within the enterprise, which employs greater than 50,000 folks.


McDonald’s flagship Huge Mac and different burgers and desserts reminiscent of McFlurry are lacking, however different in style gadgets are on a smaller menu promoting at barely decrease costs.

A double cheeseburger was going for 129 roubles ($2.24) in contrast with roughly 160 roubles underneath McDonald’s and a fish burger for 169 roubles, in contrast with about 190 beforehand.

Paroev stated the chain would preserve costs “inexpensive”. They’d doubtless rise attributable to inflation, however not increased than the costs of rivals, he stated.

Most components come from inside Russia, however some gadgets weren’t instantly obtainable attributable to logistical difficulties and since some suppliers have left Russia. For example, the corporate must discover a new smooth drinks provider after Coca-Cola suspended enterprise in Russia over the struggle in Ukraine.


Siberian businessman Alexander Govor has taken over the franchise operation by means of his agency GiD LLC. He has been a McDonald’s licensee since 2015 and had helped the chain develop into distant Siberia, the place he operated 25 eating places.

McDonald’s can have an possibility to purchase its eating places in Russia again inside 15 years, Russian authorities have stated.

Govor advised reporters on Sunday that the value he paid was “far decrease than market value” and had been a “symbolic” determine. The US chain booked a $1.4bn cost for the deal. McDonald’s didn’t reply to a request for touch upon the value.

Russia and Ukraine accounted for about 9 p.c, or $2bn, of McDonald’s income final yr.


Till the takeover, Paroev had labored for McDonald’s for seven years, together with as chief monetary officer of the Russian enterprise for six 1/2 years till November 2021, in keeping with his LinkedIn profile.

He was appointed Russia McDonald’s CEO in February, weeks earlier than Moscow despatched tens of hundreds of troops into Ukraine on February 24.

Govor will retain the chain’s tens of hundreds of staff for a minimum of two years, the US firm stated.



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