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Rebranded McDonald’s restaurants opens in Russia

McDonalds

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The golden arches and Big Mac may have vanished, but 15 McDonald’s locations in Russia reopened on Sunday under new branding and ownership, according to the company’s owner, Alexander Nikolaevich Govor.

“Vkusno & Tochka,” which translates to “Tasty and that’s it,” is the new moniker for the American fast-food behemoth.

According to a news statement, the company, led by Oleg Paroev, wants to launch 200 branches by the end of June and all of them by the end of the summer.

According to a press release, sixty-two thousand former McDonald’s workers were also retained.

The rebranding took place on Russia Day, the country’s national celebration. On January 31, 1990, McDonald’s launched its first Russian restaurant in Moscow’s Pushkinskaya Square.

Thirty thousand individuals were served on the first day, according to the CBC, which was a McDonald’s record for an inaugural day. Because of the large crowds, the site had to stay open for several hours longer than expected.

According to a Washington Post article from 1990, 630 employees were picked out of 27,000 applications.

McDonald’s has since grown its presence in Russia, with over 850 stores as of early March.

Following Russia’s invasion of Ukraine, which began in February, the chain chose to depart the country and sell its Russia operations, as did many other Western corporations.

According to Reuters, after the sale to Govor, McDonald’s accepted a charge of nearly $1.4 billion. Other franchises may be able to work under the new brand, according to Paroev, but the conventional McDonald’s brand would be phased out.

According to Reuters, Russia’s anti-monopoly service stated the chain might choose to purchase back its Russian restaurants within 15 years. However, many conditions of the deal to Govor remain unclear.

“The fundamental symbols of the restaurant” — two sticks of yellow fries and an orange burger — are featured on the company’s new logo, which was shared with CNN. The green backdrop represents “the quality of products and service that guests have come to expect,” according to the press office.

According to Reuters, customers flocked to the former McDonald’s flagship location in central Moscow on Sunday.

Even though “Vkusno & Tochka” does not offer some of the most well-known items on the McDonald’s menu, such as the Big Mac, customers could still get a double cheeseburger for 129 roubles (about $2.30), compared to about 160 at McDonald’s, and a fish burger for 169 roubles, compared to about 190 rubles previously.

According to Alexander Merkulov, quality manager of the new company, the burger composition and McDonald’s equipment remain the same despite certain menu modifications.

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