Named Vkusno & tochka (‘Tasty and that’s it’), the fast-food chain appears to be a copy of the American original
Alexander Govor, owner of the new fast-food restaurant Vkusno & tochka, cuts the the ribbon during the chain’s grand opening in Moscow on Sunday.Alexander Govor, owner of the new fast-food restaurant Vkusno & tochka, cuts the the ribbon during the chain’s grand opening in Moscow on Sunday.Last modified on Sun 12 Jun 2022 20.20 BST
McDonald’s announced its exit from the Russian market in May, saying it would sell its 850 restaurants due to Russia’s invasion of Ukraine. It joined an exodus of western businesses from the Russian market amid sanctions andOn Sunday, the new Russian fast-food chain that bought out McDonald’s, opened its first 15 restaurants in Moscow. Vkusno & tochka plans to eventually reopen all 850.
The new name was an appeal to the nostalgia of many Russians, who have become accustomed to western goods and brands, even as the Kremlin has decried the influence of the west. “The name changes, the love remains,” read the new restaurant’s slogan. Slogans sewn on the employees’ uniforms said: “The same smiles.”
The name has been met with bemusement and some mockery. “It’s a bit specific but … interesting,” one Muscovite told the pro-Kremlin website Life. “MakDak would have been better,” said another, referring to the shorthand Russians often used to refer to McDonald’s. `
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