Three months after McDonald’s suspended operations in Russia, tons of of individuals streamed into its well-known former outlet on Moscow’s Pushkin Sq. on Sunday because the restaurant reopened underneath a Russian proprietor and a brand new identify.
In March, McDonald’s halted operations of its company-run eating places in Russia. Though some run by franchisees stayed open, the motion by the multinational fast-food chain was among the many most seen responses by international corporations to Russia sending troops into Ukraine.
Two months later, McDonald’s determined to go away Russia altogether and offered its 850 eating places to Alexander Govor, who held licences for 25 franchises in Siberia.
Govor is transferring quick to reopen the shuttered retailers. It wasn’t till a few hours earlier than the Pushkin Sq. restaurant opened that the Russian chain’s new identify was introduced: Vkusno-i Tochka – Tasty-period.
The emblem is completely different however nonetheless evokes the golden arches: a circle and two yellow oblongs – representing a beef patty and french fries – configured right into a stylized M.
Fifteen of the previous McDonald’s had been set to reopen in Moscow. The menu was additionally smaller and didn’t supply the Huge Mac and another burgers and desserts, such because the McFlurry. A double cheeseburger was going for 129 roubles ($2.24).
Oleg Paroev, the chain’s normal director, mentioned he goals to have 200 retailers open by the tip of the month.
As a part of the gross sales deal, whose financial phrases weren’t introduced, the brand new operation agreed to retain all 62,000 individuals employed by McDonald’s previous to its exit.
The group on the Pushkin Sq. outlet, nevertheless sizable and energetic, was no match for the turnout for the McDonald’s opening in 1990, when individuals waited in line for hours. At the moment, McDonald’s had psychological and political resonance past hamburgers.
The opening was the primary style most Muscovites had of Western consumerism and repair effectivity, in addition to an indication the Soviet Union was slowly dropping its guard and permitting international tradition into the nation.
That earlier symbolism echoed by the reopening with a notice of nostalgia.
“It is a historic place – the flagship of McDonald’s,” Govor instructed reporters. “I’m certain it is going to be the flagship for us.”
Inside, the restaurant resembled a fraternal twin of its former self. There have been touchscreens for putting orders and counter employees carrying acquainted polo-shirt uniforms.
“We’re certain that our prospects received’t discover a distinction between us,” Paroev mentioned. Nonetheless, he added, the corporate will search a brand new tender drinks provider because it has restricted shares of Coca-Cola.