On Sunday, McDonald’s outlet in Moscow reopened under new Russian management and is called “Vkusno & tochka,” which means “Tasty and that’s it” in English.
The iconic McDonald’s brand logo has been retired in favour of a new one that resembles an “M” and has two fries and a burger patty on a green backdrop.
Oleg Paroev, the new company’s CEO, claimed the new name — a tightly kept secret — was finally decided on the day of the unveiling.
On social media, there has been some debate over how to effectively interpret the new moniker into English. “Tasty and that’s it” was widely accepted, however, another idea was: “Tasty and that’s it.”
“Vkusno & tochka” reopened on Pushkin Square on Sunday over what was McDonald’s debut outlet in Moscow back in 1990, when it served up to 30,000 burgers, although the line outdoors was far shorter than it was 3 decades back.
The original McDonald’s inside will be retained, but the prior name will be removed.
Officials stated on Sunday that 15 renamed outlets will reopen, backed by another 200 eateries by the end of June and all 850 by the season’s end.
According to the new owner, up to 7 billion roubles ($126 million) will be spent on the company this year, which employs over 50,000 people.
Alexander Govor, a Siberian businessman, took over the business operation under his company GiD LLC. He’d been a McDonald’s franchisee since 2015, and he’d helped the company grow into far-flung Siberia, where he managed 25 locations.
McDonald’s will have the chance to purchase back its outlets in 15 years, according to Russian officials.
Last year, Russia and Ukraine contributed around 9% of McDonald’s income, or $2 billion.
The famous Big Mac as well as other burgers, and the desserts like the McFlurry, are no longer available, although other popular dishes remain available on a reduced menu at somewhat cheaper rates
According to Paroev, the chain’s costs would remain “cheap.” He predicted that they would rise owing to the increase in prices, but not at a larger rate than their competitors.
The majority of the components are sourced from within Russia, however owing to logistical challenges and the departure of some suppliers, some things were not immediately accessible. It has to locate a new fizzy drink provider, for example, when Coca-Cola stopped doing business in the area.
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