“Vkusno & tochka”: Russian McDonald’s reopens under a new brand in Moscow

Former McDonald’s restaurants opened to the public in Moscow on Sunday under a new brand name – Vkusno & tochka, which translates to “Tasty and that’s it”.

About 15 restaurants have been opened under the new brand name in the Russian capital, with many more expected to open across the country. Another 50 restaurants will be open on Monday, Vkusno & tochka said.

It comes after McDonalds announced on May 16 that it was closing its operations in Russia in response to the invasion of Ukraine that began on February 24.

Oleg Paroev, managing director of Vkusno & tochka, said the fast-food chain plans to reopen 200 restaurants in Russia by the end of June and 850 by the end of the summer, Reuters reports.

“Our goal is for our customers not to notice any difference in quality or ambiance,” Paroev told a news conference at what was the first McDonald’s restaurant to open in Soviet Moscow in 1990.

Alexander Govor, the chain’s new owner, said the company employed 51,000 people.

“The corporation asked me first to keep the workforce, to give people work. That’s what I’m going to do,” he added.

The rebranded fast-food chain will keep its old McDonald’s interior but remove all references to its old name, said Paroev, who was named CEO of McDonald’s Russia in February, weeks before Moscow invaded Ukraine on February 24. .

The reopening of outlets, three decades after McDonald’s opened in Moscow in a symbolic thaw between East and West, could provide a test of the Russian economy’s ability to become more self-sufficient and weather the storms. Western sanctions.

(With agency contributions)


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