Three months later McDonald’s suspended from operations in Russia, hundreds of people flocked to its famous old store on Pushkin Square in Moscow on Sunday when the restaurant reopened under a Russian owner and a new name.
In March, McDonald’s suspended the operations of its restaurants in Russia. Although some run by franchisees remain open, the multinational fast-food chain’s actions are among the most visible reactions by foreign companies to Russia’s sending of troops into the country. Ukraine.
Two months later, McDonald’s decided to leave Russia altogether and sold its 850 restaurants to Alexander Govor, who had franchise licenses for 25 brands in Siberia.
Govor is moving fast to reopen closed stores. It was not until a few hours before the Pushkin Square restaurant opened, the new name of the chain of stores in Russia was announced: Vkusno-i Tochka – Tasty-period.
Logo distinct but still evoking golden arches: a circle and two yellow rectangles – representing steaks and fries – configured into a stylized M.
Fifteen of the former McDonald’s stores will reopen in Moscow. The menu is also smaller and doesn’t offer the Big Mac and some other burgers and desserts, such as the McFlurry. A double cheese sandwich costs 129 rubles ($2.24).
Oleg Paroev, the chain’s general manager, said he aims to open 200 stores by the end of the month.
As part of the sale agreement, with no undisclosed monetary terms, the new operation agreed to retain all of McDonald’s 62,000 employed employees prior to the shutdown.
The crowds at the Pushkin Square store, however, were large and vibrant, unable to match the turnout for the opening of McDonald’s in 1990, when people queued for hours. At the time, McDonald’s had a huge psychological and political buzz beyond the hamburger.
The opening was the first taste most Muscovites had of Western consumerism and service efficiency, and also a sign that the Soviet Union was slowly letting its guard down and allowing its foreigners into this country.
That original symbolism resonates through the reopening with a nostalgic note.
“This is a historic site – the locomotive of McDonald’s,” Govor told reporters. “I’m sure it will be the driving force for us.”
Inside, the restaurant is like a twin of its former self. There are touch screens for ordering and counter staff dressed in familiar T-shirt uniforms.
“We are sure that our customers will not notice the difference between us,” says Paroev. However, he added, the company will be looking for a new beverage supplier as they have limited Coca-Cola stock.