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June 13, 2022

The United States fast-food giant McDonald’s announced on May 16 that it would exit the Russian market in the wake of Moscow’s invasion of Ukraine.

On Sunday, McDonald’s restaurants reopened their doors in Moscow once again under new Russian ownership and a new name, “Vkusno-i tochka”, which translates as “Tasty and that’s it”.

The new logo:
The famous Golden Arches have been taken down and replaced with a new logo, resembling the letter “M” and comprised of symbols that represent two fries and a hamburger against a green background.

Chief Executive Oleg Paroev, McDonald’s former Russian head, said the new company had settled on the new name – a closely guarded secret – only the day before the launch on Sunday.

There was some speculation on social media about how best to translate the new name into English. “Tasty and that’s it” was broadly adopted, although another suggestion was: “Tasty. Full stop or period”.

“Vkusno-i tochka” reopened on Sunday in Pushkin Square in what was McDonald’s first restaurant in Soviet Moscow in 1990, when it sold as many as 30,000 burgers, but the queue outside the restaurant was much smaller than it was three decades ago.

The chain will keep its old McDonald’s interior but will remove any trace of its former name.

Initially, 15 rebranded restaurants will open in and around the Russian capital and another 200 restaurants by the end of June and all 850 by the end of summer, executives said.

The new owner said up to 7 billion roubles ($121m) will be invested this year in the business, which employs more than 50,000 people.

Source: Aljazeera
Image Source: Pixabay