Russian consumers got their first taste of the new formerly locally owned McDonald’s on Sunday, as the rebranded fast-food chain opened 15 restaurants in Moscow weeks after buying the operation. .
Renamed Vkusno & Tochka, or ‘Tasty – Full Stop’, the new owners are expected to open 50 more restaurants on Monday. Oleg Paroyev, managing director of Vkusno & Tochka, said at a press conference on Sunday that Oleg Paroyev has 200 stores that will reopen by the end of June.
It’s not just the name that has changed, with the word ‘Mac’ dropped from the new menu. Vkusno & Tochka intends to change the menu but keep the same taste for Russians who first got acquainted with McDonald’s when it entered the country in 1990.
After initially suspending its operations in March, McDonald’s said in May that Invasion of Ukraine which means it’s ‘unusable’ to work in Russia. The Chicago-based company spent about $55 million a month on rent and salaries for its 62,000 Russian employees before selling operations.
Govor is required to keep the current working arrangements of employees and them in place for at least two years, according to Russian media reports. Govor said the rebranded business is expected to expand to 1,000 restaurants over the next five to six years.
A little-known businessman from Novokuznetsk, a metal and coal-producing town in western Siberia, Govor has managed McDonald’s restaurants across western and eastern Siberia through his company GiD, according to reports. Russian media reports.
After succeeding in the coal business in the 2000s, he later diversified into food and agriculture, reports said. He founded Sibirskaya Milyona, a food producer that owns several cattle farms, a dairy factory, a sausage factory and a restaurant.
What was once the Russian website of the American fast food chain has removed all references to McDonald’s and now redirects to the website skoro-tut-budut-burgers.ru, translated as “there will be burgers here soon.ru”
Paroyev, who is believed to have been appointed McDonald’s Russia operations director shortly before Vladimir Putin sent troops into Ukraine in late February, says the new owners are intent on minimizing any changes. for customers.
However, the restaurant’s logo was changed to a small red burger with two tiled fries.
Although dozens of Western consumer brands have announced plans to leave Russia, McDonald’s decision is one of the most iconic as the invasion leaves Russia increasingly isolated from the West.
When it launched in Moscow in January 1990, more than 30,000 people lined up to buy a burger. The withdrawal from Russia is the first time it has pulled out of a major market and has subject the US corporation to a non-cash charge of up to $1.4 billion.