What’s in a reputation? Rebranded McDonald’s shops open in Russia
McDonald’s eating places flung open their doorways in Moscow as soon as once more on Sunday underneath new Russian possession and a brand new identify, Vkusno & tochka, which interprets as “Tasty and that’s it”.
Here’s what we all know:
LOGO:
The well-known Golden Arches have been taken down and changed with a brand new emblem comprising two fries and a hamburger patty in opposition to a inexperienced background.
BRANCHES:
Vkusno & tochka reopened on Sunday in Pushkin Square in what was McDonald’s first restaurant in Soviet Moscow in 1990, when it bought as many as 30,000 burgers, however the queue exterior the restaurant was a lot smaller than three many years in the past.
Initially 15 rebranded eating places will open in and across the capital and one other 200 eating places by end-June and all 850 by the tip of summer time, executives mentioned on Sunday.
MENU:
McDonald’s flagship Big Mac is lacking, however different standard gadgets are on a smaller menu promoting at barely decrease costs.
A double cheeseburger was going for 129 roubles ($2.31) in contrast with roughly 160 underneath McDonald’s and a fish burger for 169 roubles, in contrast with about 190 beforehand.
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OWNERSHIP:
Siberian businessman Alexander Govor has taken over the franchise operation via his agency GiD LLC. He has been a McDonald’s licensee since 2015 and had helped the chain broaden into distant Siberia, the place he operated 25 eating places.
McDonald’s may have an possibility to purchase its eating places in Russia again inside 15 years, Russian authorities have mentioned.
MANAGEMENT:
McDonald’s former Russian head Oleg Paroev is working the enterprise as chief government of Vkusno & tochka.
Until the takeover, he had labored for McDonald’s for seven years, together with as chief monetary officer of the Russian enterprise for 6-1/2 years till November 2021, in response to his LinkedIn profile.
He was appointed Russia McDonald’s CEO in February, weeks earlier than Moscow despatched tens of hundreds of troops into Ukraine on Feb. 24.
Govor will retain the chain’s tens of hundreds of staff for no less than two years, McDonald’s mentioned final month.
($1 = 55.7500 roubles)
