Tasty identify however no Large Mac: Russia opens rebranded McDonald’s eating places

Tasty identify however no Large Mac: Russia opens rebranded McDonald’s eating places
It would glance and scent like McDonald’s however now it is Vkusno & tochka. The golden arches are long past, the Filet-O-Fish is just a fish burger. The Large Mac has left Russia.

A brand new generation for Russia’s fast-food and financial scene dawned on Sunday, as McDonald’s (MCD.N) eating places flung open their doorways in Moscow underneath new Russian possession and with the brand new identify, which interprets as “Tasty and that’s the reason it”.

The disclosing of the rebranded shops, greater than 3 a long time after the American burger massive first opened its doorways in Moscow in a symbolic thaw between East and West, is as soon as once more a stark signal of a brand new international order. The reopenings happened on Russia Day, a vacation celebrating nationwide pleasure.

The fortunes of the chain, which McDonald’s bought when it exited the rustic over the struggle in Ukraine, may provide a take a look at of ways effectively Russia’s economic system can develop into extra self-sufficient and resist Western sanctions. learn extra

On Sunday, rankings of other folks queued out of doors what was once previously McDonald’s flagship eating place in Pushkin Sq., central Moscow. The opening sported a brand new emblem – a stylised burger with two fries – plus a slogan: “The identify adjustments, love remains”.

The queue was once considerably smaller than the 1000’s of people that flocked to the unique McDonald’s opening there in 1990 all over the Soviet generation.

“We want to steer clear of a drop in high quality, in order that the entirety remains because it was once earlier than, as a result of we liked McDonald’s,” stated IT employee Sardana Donskaya, who queued up 32 years in the past for a primary style of a logo that had epitomised Western capitalism and returned on Sunday to herald its successor.

Vkusno & tochka’s menu was once smaller and didn’t be offering the Large Mac and a few different burgers and cakes, such because the McFlurry. A double cheeseburger was once going for 129 roubles ($2.31) when compared with more or less 160 underneath McDonald’s and a fish burger for 169 roubles, when compared with about 190 up to now.

The composition of burgers has now not modified and the apparatus from McDonald’s has remained, stated Alexander Merkulov, high quality supervisor on the new corporate.

McDonald’s closed its Russian eating places in March and stated in mid-Would possibly that it had made up our minds to go away the rustic altogether, probably the most high-profile industry departures since Russia despatched tens of 1000’s of troops into Ukraine on Feb. 24.

In an indication of the haste the brand new homeowners have needed to rebrand in time for the release, a lot of the packaging for fries and burgers was once undeniable white, as have been drink cups, whilst takeaway luggage have been undeniable brown. The outdated McDonald’s emblem on packets of ketchup and different sauces have been coated over with makeshift black markings.

Sergei, a 15-year-old buyer, noticed little distinction even though.

“The style has stayed the similar,” he stated as he tucked right into a rooster burger and fries. “The cola is other, however there actually isn’t any alternate to the burger.”


The flagship Moscow eating place is amongst 15 rebranded shops opening in and across the capital on Sunday. Oleg Paroev, CEO of Vkusno & tochka, stated the corporate deliberate to reopen 200 eating places in Russia by way of the tip of June and all 850 by way of the tip of the summer time. See FACTBOX:

“For 3 months we didn’t paintings,” stated Ruzanna, supervisor of a Moscow department because of open in July. “Everybody could be very happy.”

The chain will stay its outdated McDonald’s internal however will expunge any references to its former identify, stated Paroev, who was once appointed McDonald’s Russia CEO weeks earlier than the Ukraine struggle started.

“Our purpose is that our visitors don’t understand a distinction both in high quality or atmosphere,” Paroev instructed a information convention within the eating place.

Siberian businessman Alexander Govor, the brand new proprietor of the industry, instructed Reuters that it could glance to release one thing very similar to McDonald’s signature Large Mac.

“We do not have the precise to make use of some colors, we do not have the precise to make use of the golden arches, we do not have the precise to make use of any point out of McDonald’s,” he instructed Reuters.

“The Large Mac is the tale of McDonald’s. We can certainly do one thing an identical,” he stated. “We can attempt to do one thing even higher in order that our guests and visitors like this dish.”

CEO Paroev added the corporate was once on the lookout for new providers of soppy beverages because it runs down some shares of Coca Cola (KO.N), which is postponing its gross sales in Russia. Paroev stated all however 2% of the chain’s substances are sourced inside Russia.

No longer everybody was once inspired.

Moments after the scoop convention, a person stood up in entrance of the cameras conserving an indication that learn “Convey again the Large Mac”. He was once impulsively escorted out by way of eating place workforce.


Govor is one of the Russians snapping up belongings as loads of Western corporations flee. He stated on Sunday that he paid a “symbolic” determine “a ways not up to marketplace value” for McDonald’s Russia. McDonald’s, the sector’s biggest burger chain, took a rate of as much as $1.4 billion following the sale.

Russian government have stated the U.S. workforce has the precise to shop for again its eating places inside 15 years – even though Govor poured chilly water on that risk.

“They made it transparent to me that they wouldn’t purchase again,” Interfax quoted him as pronouncing.

McDonald’s, which has stated that Govor will retain the chain’s tens of 1000’s of workers for a minimum of two years, was once now not in an instant to be had to remark additional concerning the phrases of the sale or its long term Russian intentions.

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