- Steve Rosenberg
- BBC News, Russia
It’s a Russian update of an American icon.
Fast food giant McDonald’s withdrew from Russia in protest of the invasion of Ukraine and sold more than 800 restaurants here to Russian businessman Alexander Goffour.
This Sunday, the first restaurants in Moscow reopened under a new brand.
There is a new name: “Vkusno i Tochka”which translates as “Delicious and long“.
The distinctive yellow letter of the McDonald’s logo has been replaced with two fries and a dot (or is it a hamburger?)
Gone are Big Mac and McFlurry.
But the new owners hope customers won’t notice too many differences.
And they held a press conference in the main restaurant on Pushkin Square, where the first McDonald’s opened in Moscow last year. 32 years.
“Our goal is for our customers not to notice the difference in quality or the general atmosphere,” said Oleg Baruyev, CEO of Vkusno i Tochka.
The slogan reads, “The name changes, but the love remains.”
But one protester broke into the event, saying, “Bring back the Big Mac!”
The new company says The composition of the burgers has not changed And that McDonald’s team is staying.
In 1990 I was in the huge queue: it took three hours to get in and get served. I remember the emotion.
The arrival of McDonald’s was a symbol of Soviet Russia embrace western ideasWestern culture Western food.
What’s happening this Sunday here is also code: how Russia and the West are separated.
We’re not just talking about burgers. Several global brands and multinational companies have either suspended or sold off their business in Russia and withdraw completely, in protest of the Russian offensive in Ukraine.
Gofor, the Siberian oil tycoon, aims to reopen about a quarter of McDonald’s 850 restaurants under its new name by the end of the month.
Last month, McDonald’s announced it was leaving Russia due to the “humanitarian crisis” and “unpredictable business environment” caused by the war.
Russia and Ukraine accounted for about 9% of global sales McDonald’s last year.
Starbucks, Coca-Cola, Levi’s and Apple They are among the global brands that have either left Russia or have halted sales here since the invasion of Ukraine on February 24.
Russia is now under Penalties Extensive international markets, disrupting supply chains and increasing unemployment.
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