McDonald’s announced last month that it was selling its Russian restaurants to one of its regional franchisees – Siberian oil magnate Alexander Govor. The deal was one of the most publicized departures since Russia invaded Ukraine.
The new owners held a news conference on Sunday at a fancy restaurant on Pushkin Square, where the first McDonald’s opened in Moscow 32 years ago.
“Our goal is that people will not notice the difference either in quality or in ambiance,” said Oleg Paroyev, director of Vkusno i Tochka.
A sign at the restaurant reads: “The name changes, the love remains.”
A protester disrupted the event by shouting, “Bring back the Big Mac!”.
From my Burger to Vkusno
The new name was kept secret until yesterday.
On Friday, the change in the app’s name from “McDonald’s” to “My Burger” sparked excitement online, but the chain’s media team said it was only temporary.
As the famous logo of McDonald’s may no longer be accepted in Russia, “Enjoy and that” has been since yesterday also a graphic sign matching: “a stylized letter M, made of two fries and dots (or, maybe, a burger ? )” – as the BBC Moscow reporter explained in a slightly different way.
McDonald’s surrogate CEO announced that the company plans to open 200 restaurants by the end of this month and all 850 locations by the end of the summer.
In the early 1990s, after the collapse of the Soviet Union, McDonald’s came to make the Cold War conflict a vehicle for millions of Russians to explore American food and culture. The withdrawal is now a powerful sign that Russia and the West are once again turning against each other.
It’s not just about burgers. Many international companies and multinational companies have stopped their business in Russia or sold it completely to protest Russia’s aggression in Ukraine.
Russia and Ukraine accounted for about 9% of McDonald’s global sales last year
Last month, McDonald’s announced it would leave Russia because of the “people crisis” and “unprecedented workplace” caused by the war.