McDonald’s restaurants have flung open their doors in Moscow once again under new Russian ownership and a new name: Vkusno & tochka, which translates as “Tasty and that’s it”
It is among Western firms exiting Russia over war in UkraineMcDonald’s restaurants to reopen on Sunday under new ownershipMcDonald’s restaurants have flung open their doors in Moscow once again under new Russian ownership and a new name: Vkusno & tochka, which translates as “Tasty and that’s it”.
Oleg Paroev, chief executive of Vkusno & tochka, said the company was planning to reopen 200 restaurants in Russia by the end of June and all 850 by the end of the summer. McDonald’s last month said it was selling its restaurants in Russia to one of its local licensees, Alexander Govor. The deal marked one of the most high-profile business departures since Russia sent tens of thousands of troops into Ukraine on February 24.
Russian media, citing leaked images of the new menu, have reported the renaming of dishes such as the Filet-O-Fish to “Fish Burger” and Chicken McNuggets to simply “Nuggets”. Reuters could not verify the changes.Govor has said he plans to expand the new brand to 1000 locations across the country and reopen all the chain’s restaurants within two months. But there may be some headwinds.
McDonald’s, the world’s largest burger chain, had owned 84 per cent of its nearly 850 restaurants across Russia and it took a charge of up to $US1.4 billion following the sale to Govor, whose GiD LLC had previously run 25 restaurants.Oleg Paroev of McDonald’s Russia has said other franchisees would have the option of working under the new brand, but the traditional McDonald’s brand will leave the country. McDonald’s has said it will retain its trademarks.