‘tasty and that’s it’, A Russian makeover for mcdonald’s.
McDonald’s withdrew from Russia in protest at the invasion of Ukraine, selling more than 800 of its stores to Russian businessman Alexander Govor. The first rebranded restaurants in Moscow are reopening today. “Vkusno I Tochka,” which means “tasty and that’s it,” is the new name.
The Golden Arches have been replaced with a stylized letter M made of two French fries and a dot (or perhaps a burger?) The Big Mac and McFlurry are no longer available. Customers, on the other hand, should not notice too many differences, according to the new proprietors.
They staged a news conference in the flagship restaurant on Pushkin Square, which debuted 32 years ago as the first McDonald’s in Moscow.
“Our goal is that our guests do not notice a difference either in quality or ambience,” said Oleg Paroyev, CEO of Vkusno i Tochka.
“The name changes, but love stays,” the outlet’s tagline said. One male protester, however, disturbed the proceedings by shouting, “Bring back Big Mac!” The new company claims that the burgers’ ingredients haven’t changed and that the McDonald’s equipment hasn’t been altered. I was in the long line in 1990, and it took me three hours to get in and be served.
I recall being ecstatic. McDonald’s’ debut was a sign of Soviet Russia’s embrace of Western ideas, culture, and cuisine. What’s going on right now is also a metaphor of how Russia and the West are drifting apart. And there was a much smaller crowd.
McDonald’s declared last month that it would depart Russia due to the war’s “humanitarian disaster” and “unpredictable working climate.” Last year, Russia and Ukraine contributed for around 9% of McDonald’s global sales. Since the invasion of Ukraine on February 24, worldwide brands such as Starbucks, Coca-Cola, Levi’s, and Apple have fled or ceased sales in Russia.
Wide-ranging international sanctions have been imposed on Russia, hurting its supply networks and raising unemployment.
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