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LAST UPDATE | 12 Jun 2022
HUNDREDS OF PEOPLE have streamed into a former McDonald’s outlet on Moscow’s Pushkin Square as the restaurant reopened under a Russian owner and a new name.
McDonald’s halted operations of its company-run restaurants in Russia in March.
Although some run by franchisees stayed open, the action by the multinational fast-food chain was among the most visible responses by foreign companies to Russia sending troops into Ukraine.
Two months later, McDonald’s decided to leave Russia altogether and sold its 850 restaurants to Alexander Govor, who held licences for 25 franchises in Siberia.
Govor is moving fast to reopen the outlets.
The Russian chain’s new name was only announced hours before the Pushkin Square restaurant opened – Vkusno-i Tochka (Tasty-full stop).
The logo is different, but still evokes the golden arches: a circle and two yellow oblongs – representing a beef patty and French fries – configured into a stylised M.
Fifteen former McDonald’s outlets reopened in Moscow today.
Oleg Paroev, the chain’s general director, said he aims to have 200 open by the end of the month.
As part of the sales deal, whose monetary terms were not announced, the new operation agreed to retain all 62,000 people employed by McDonald’s prior to its exit.
The crowd at the Pushkin Square outlet, however sizable and lively, was no match for the turnout for the McDonald’s opening in 1990, when people waited in line for hours.
At that time, McDonald’s had psychological and political resonance beyond hamburgers.
The opening was the first taste most Muscovites had of Western consumerism and service efficiency, as well as a sign the Soviet Union was slowly dropping its guard and allowing foreign culture into the country.
Today, that earlier symbolism echoed through the reopening with a note of nostalgia.
“This is a historic place – the flagship of McDonald’s,” Govor told reporters. “I’m sure it will be the flagship for us.”
Inside, the restaurant resembled a fraternal twin of its former self. There were touchscreens for placing orders and counter staff wore familiar polo-shirt uniforms.
“We’re sure that our customers won’t notice a difference between us,” Paroev said.
However he said the company will seek a new soft drinks supplier as it has limited stocks of Coca-Cola.
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The Krusty Kremlin
@HarveyLemonade: ha, that made me chuckle. Think this name wins.
These sanctions are hurting no one only us. He still able to have his war and looks like Russia is booming.
@John brett: I think it’s hurting the people of the Ukraine a bit more than you.
@John brett: Evidence?
@John brett: Of course its not feckin booming. This sort of stuff is sticking plaster propaganda. In the meantime, there is a failure of basic services in many parts of Western Russia due to lack of resources, spares and knowledge. Take a look at the GDP predictions published during the week and Russia are the worst, by far, of the G20. Britain in second last.
@Great White Hope: classic journal comment with. I source.
@Great White Hope: classic journal comment no source.
@Eoin Roche: right because GDP is an excellent indicator of a countries performance eg Ireland’s GDP of 34% in 2015.
@Thomas Byrne: It’s the benchmark for large economies because all of the FDI skew that is present in the figure for Ireland, a far smaller economy, is not present. And anyway, Ireland now uses mGNI as an reference figure, in acceptance of the GDP skew.
@Thomas Byrne: what are you on about, GDP in 105 was €256b. GDP isn’t measured in percentages.
@Paul Murphy: The original commenter was referring to the sanctions, not the war.
@John brett: looks like you’re falling for their propaganda. Check out the their empty malls etc online and other news reports and how the oligarchs are suffering. I’ve no problem paying extra for fuel and heat etc, even though I can’t really afford it as i travel.a lot around the country ….but as it means putin and his regime suffer and it helps Ukraine…..then I’ve no problem
@Paul Furey: all shops etc are full. You’ve no idea what you’re talking about! All our local (and distant “malls” are crammed with products!
@Great White Hope: petrol oil diesel gas
@John brett: really? Every economic report coming out of Russia is dire.
Will they be called McPutins!
@Irish big fellow: McPigeons. And coming soon, the McBat.
@Eoin Roche: no the mcBat will be the Beijing one
@Irish big fellow: çhicken of the cave
Would love to visit Russia, it looks like a beautiful place, very clean with stunning buildings. Especially St.Petersburg. maybe some day.
@Bobby Jones: Me too, but not under the current regime.
@FiannaFáilness FineGaelness: have you seen the state of eu capital’s, and city’s now. I’d like to see Russia before it’s like that. Each to they’re own I suppose.
@Bobby Jones: you’re not great at trolling are you? Bless.
@Fergal McDonagh: are you saying I’m lying?
@Fergal McDonagh: Not to mention the multiple crimes on apostrophes…
@Bobby Jones: maybe we will all chip in and send you home
@Bobby Jones: True Bobby. Paris is such a dive. Don’t go there, it’ll be nicer for the rest of us
Big Mac to be relabeled a Vlad thwack!
Burger tzar…
Bought with the help of putin a very smart move, a small return to normality. Theyll slowly do this with investment from putins buddy’s
Presume Ronald McDonald’a face will be replaced by Pootin’s? Clown.
Why is this important?
@Claude Saulnier: it’s about Russia so….(eyes rolling emoji)
Putin probably sent an instruction to all to attend the opening!
Looks great. I’d love a burger now, but Sunday’s dinners on. (Sad face)
Mcds or some Russian name,whatever it’s still muck.
It is called McDowell’s?
Does it taste like McDonald’s?
@Peter: The Big Mac recipe is a big secret. Hint: It’s a hamburger
Look… me and the McDonald’s people got this little misunderstanding. See, they’re McDonald’s… I’m McDowell’s. They got the Golden Arches, mine is the Golden Arcs. They got the Big Mac, I got the Big Mick. We both got two all-beef patties, special sauce, lettuce, cheese, pickles and onions, but their buns have sesame seeds. My buns have no seeds….
Before the weekend,Biden, Brussels and the Taoiseach will come out tell us to boycott McDonald’s,I don’t go that often but if I want something from there I don’t think this would stop me,in a months time most of these business’s that left Russia will be back again trading
@Kate Peters: why would they boycott McDonalds? Why would you boycott McDonalds? Did you even read the article?
@Kate Peters: some are still there Kate.
@Kate Peters: What are you on about??
Take that, Putin!
The new Mc sanction burger
Mr. McGovor must have some Irish in him with the green, white & orange colourway!
Sure that logo doesn’t look like an M at all. I’ expect the menu is similarly trademark inspired.
A bit of Mc Rebranding going on here no doubt. Sanction evasion at its most foul.
have your say