Former restaurants of the popular US-based fast-food chain, McDonald’s, have reportedly reopened in Moscow under the new brand name Vkusno & tochka, which translates to ‘Tasty and that's it’, in a makeover aimed to reassure Russians that they can still maintain their western lifestyles regardless of the non-availability of the Big Macs on the menu.
Following Russia's invasion of Ukraine, McDonald's, confirmed its exit from Russia in May, announcing it would divest its 850 outlets. Amid strict sanction on Russia, which led to severe shortages in certain sectors across the country, McDonald’s became one of many western companies taking their leave from the Russian market.
The first 15 locations of the newly opened Russian fast-food firm, which bought out the American business’s assets, launched in Moscow on Sunday. Vkusno & Tochka intends to reestablish all 850 locations in the future.
The restaurant seemed to be a deliberate replica of the American company at its grand debut on Moscow's Pushkin Square. The menu included chicken nuggets, fish burgers, and double cheeseburgers. The fast-food outlet served old packs of McDonald's hot mustard sauce that had been chalked over to remove all traces of the US-based fast-food brand.
Even as the Kremlin has criticized the west's impact, the new name appealed to the nostalgia of several Russians who have grown accustomed to western brands and goods. The new chain's slogan stated, ‘The name changes, the love remains’. Meanwhile, a slogan stitched on the staff's uniforms read ‘The same smiles’.
Now, the launch of Vkusno & tochka represents the country’s new trend of isolation, as its invasion leaves tens of thousands dead while making its market simply untouchable to some of the top corporations in the world.
McDonald's replicas aren't a new thing in the region. After the capital was overrun following the onset of the war in 2014, a McDonald's in Russian-occupied Donetsk was rebranded as DonMak.
The chain's founder, Alexander Govor, stated that this year up to 7 billion rubles ($122 million) would be spent on the fast food business, which has over 51,000 employees.
According to sources, the sanctioned bank Sovcombank, may have also had a role in the takeover, as it is speculated that Govor lacked the funds needed to buy the fast-food chain on his own.
Source credit: https://www.theguardian.com/world/2022/jun/12/mcdonalds-restaurants-in-russia-reopen-under-new-brand
