McDonald’s restaurants reopened their doors in Moscow on Sunday under new Russian ownership and a new name, Vkusno & tochka, which translates to “Yummy and that’s it.”
The famous gold arches have been removed and replaced with a new logo consisting of two french fries and a hamburger patty on a green background.
Vkusno & Tochka reopened Sunday in Pushkin Square at McDonald’s first restaurant in Soviet Moscow in 1990, when it was selling up to 30,000 burgers, but the line outside the restaurant was much smaller than it was three decades ago.
Initially, 15 rebranded restaurants will open in and around the capital and another 200 restaurants by the end of June and all 850 by the end of the summer, executives said on Sunday.
McDonald’s flagship Big Mac is absent, but other popular items feature on a smaller menu sold at slightly lower prices.
A double cheeseburger cost 129 rubles (2.20 euros) compared to around 160 at McDonald’s and a fish burger 169 rubles compared to around 190 before.
Siberian businessman Alexander Govor has taken over the franchise operation through his company GiD LLC. He has been a McDonald’s licensee since 2015 and had helped the chain expand into remote Siberia, where he ran 25 restaurants.
According to Russian authorities, McDonald’s has an option to buy back its restaurants in Russia within 15 years.
Former Russian McDonald’s boss Oleg Paroev runs the business as managing director of Vkusno & Tochka.
According to his LinkedIn profile, he worked for McDonald’s for seven years prior to the acquisition, including six and a half years until November 2021 as Chief Financial Officer of the Russian business.
He was appointed CEO of Russia McDonald’s in February, weeks before Moscow deployed tens of thousands of troops to Ukraine on February 24.
Govor will keep the chain’s tens of thousands of employees for at least two years, McDonald’s said last month.
https://www.independent.ie/business/world/whats-in-a-name-rebranded-mcdonalds-outlets-open-in-russia-41744627.html what’s in a name Rebranded McDonald’s branches open in Russia