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Russians love their McDonald’s rebrand

McDonald’s may be out of Russia, but locals love the company’s rebranding.

The UK’s Daily Mail reported that a record number of burger sales were achieved by Vkusno & Tochka – or “Tasty and that’s it”.

“On the first day, we sold almost 120,000 burgers,” chief executive Oleg Paroev told the Daily Mail. “We have never seen such daily turnover since McDonald’s worked in Russia.”

McDonald’s sold all of its restaurants to a Russian-based licensee in May in response to the country’s invasion of Ukraine earlier this year. Fifty locations of Vkusno & Tochka officially reopened in the Moscow region on June 12-13.

The initial excitement will have to overcome some long-term challenges. Staples such as Big Macs and McFlurry are no longer on the menu, and recipes for other products were also set to change.

The rebranding also meant that Vkusno & Tochka lost the rights to McDonald’s trademarks and intellectual properties, so customers were greeted with a new logo, packaging and color scheme when the restaurant reopened. store.

But that hasn’t stopped some former franchisees from keeping the familiar golden arches on their packaging or selling the Big Mac under a different name.

Although using the American company’s branding is illegal under Russian law, Vkusno & Tochka owner Alexander Govor is still trying to influence some of the approximately 100 remaining former franchisees to join his new Mark. Mr. Paroev said they are mainly concentrated in train stations and airports.

The Daily Mail reported that Mr Govor had bought around 700 restaurants. Mr. Paroev said he wanted to reach Mr. Govor’s goal of 1,000 stores in four to five years ahead of schedule.

McDonald’s had about 850 stores in Russia.


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Post expires at 7:13am on Sunday July 3rd, 2022