Employees will participate in the preparation before the opening of a new restaurant in Moscow, Russia, on June 12, 2022.Reuters / Evgenia Novo Zenina
The McDonald’s restaurant reopened in Moscow on Sunday under the new Russian ownership and new name, Vkusno & tochka. This is translated as “delicious, that’s it.”
The new post-war dawn of the Russian fast-food scene first saw 15 rebranded restaurants in and around the capital after the U.S. fast-food king turned his back on the country for ethical reasons over the invasion of Ukraine. You will see it open.
The reopening of stores 30 years after McDonald’s first opened in Moscow with the iconic east-west thaw tests how well Russia’s economy can become self-sufficient and withstand western sanctions. can do.
Oleg Paroev, CEO of Vkusno & tochka, said the company plans to reopen 200 stores in Russia by the end of June and all 850 stores by the end of summer.
“Our goal is for guests to be unaware of differences in quality and atmosphere,” Paloev, the first McDonald’s restaurant to open in 1990 in Soviet Moscow, told a media conference.
The rebranded fast food chain keeps the old McDonald’s interior, but removes all references to the old name, and Russia in February, a few weeks before Moscow invaded Ukraine on February 24. Paloev, who was appointed CEO of McDonald’s, said.
Paloev said the company would remain “affordable,” but did not deny a slight increase in the short term.
