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'Vkusno & tochka': McDonald's REOPENS in Russia under new brand name with Russian owner

Fifteen locations in and around Moscow reopened under the new moniker ‘Vkusno & tochka,’ which means 'tasty and that's it'

McDonald's has reopened in Russia under a new brand, following the fast-food giant's withdrawal due to the country's invasion of Ukraine. On Sunday, June 12, fifteen locations in and around Moscow reopened under the new moniker ‘Vkusno & tochka,’ which means "tasty and that's it". After the McDonald's franchise boycotted Russia in early March, businessman Alexander Govor promised to buy all 847 Russian McDonald's stores. Govor already owns 25 restaurants in Siberia. He promised to keep all of the company's 62,000 employees on the same pay scale for at least two years.

Locals plagued by inflation as a result of sanctions were desperate for a cheap meal on Sunday, June 12, at the flagship restaurant in Moscow — the first to open on Russian soil, 30 years ago. Outside, police officers kept an eye on the crowds, while inside, families used the chain's characteristic computer screens to order their meals. Chief executive Oleg Paroev said, "Our goal is that our guests do not notice a difference either in quality or ambience."

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He also stated that, despite the fact that costs remain cheap, he could not guarantee that they would not rise in the near future due to Russia's unpredictable economic situation. The new logo, which was unveiled earlier this week, depicts a burger and French fries in a circle with two lines. Instead of a Big Mac, guests might get a 'Grandee,' 'Chicken Premier,' or a 'Fish burger.' However, not everyone was pleased, and one man was escorted from the news conference after waving a banner that read, 'Bring back the Big Mac.’ The Daily Mail reported diner Sergei, 15, said: "The cola is different, but there really is no change to the burger. The taste has stayed the same."

Mr Govor, the owner, said he is still looking for a replacement soft drink supply after Coca-Cola announced its withdrawal from Russia. According to the managers, 200 branches in Russia are expected to reopen by the end of June, and all 847 by the end of the summer. The reopening will be viewed by many as a litmus test for whether Russia's economy can withstand Western sanctions. When the first shop opened in Moscow three decades ago, it marked a significant de-escalation of hostilities between the USSR and the West.