McDonald’s replacement is now called Vkusno & tochka. The golden arches have been taken down; the Filet-O-Fish is a fish burger. And the Big Mac has exited from Russia.
On Sunday, a new age for the Russian fast food and the economic scene has emerged, with McDonald’s restaurants handing their stores to new Russian ownership and a new name that translates as “Tasty and that’s it.”
The announcement of the rebranded stores is an evident sign of new world order. In addition, Russia Day, a holiday honoring national pride, saw the reopening of the restaurants commence.
McDonald’s fortunes, which the chain put on sale when it withdrew from the country over the Ukraine-Russia conflict, could test how strongly Russia’s economy can become more self-providing and endure Western sanctions.
Sunday’s reopening drew tons of people outside the outlets of what was formerly known as McDonald’s flagship restaurant in Pushkin Square, central Moscow. The store stood with a new logo – a burger and two fries – and a slogan: The name changes, love stays.”
The line was considerably fewer than the thousands who crowded the original McDonald’s opening in 1990 during the Soviet period.
“We need to avoid a drop in quality so that everything stays as it was before because we loved McDonald’s,” stated IT employee Sardana Donskaya, who lined up 32 years ago for a taste of a restaurant that had embodied Western capitalism and came back on Sunday to guide its replacement.
Vkusno & tochka’s menu had fewer items and did not include the Big Mac and a few other burgers and desserts, including the McFlurry. Compared to McDonald’s double cheeseburger at 160 roubles and a fish burger at around 190, the items under the new brand cost 129 and 169, respectively.
The elements in the burger have remained the same, and the equipment from McDonald’s is still intact, stated Alexander Merkulov, the new company’s quality manager.
Last March, McDonald’s shut down its restaurants in Russia and announced its exit in Mid-May, marking one of the biggest business withdrawals since Russia’s attack on Ukraine.
Most of the packaging for fries and burgers was plain white, as well as the drink cups and the takeaway bags were plain brown, indicating that the new owners have been in a rush to rebrand in time for the launch.
A 15-year-old customer named Sergei saw only a bit of difference.
“The taste has stayed the same,” he stated as he dug into a chicken burger and fries. “The cola is different, but there really is no change to the burger.”