Fifteen former McDonald’s branches in and around the Russian capital Moscow reopened their doors on Sunday under the name Vkusno & Totsjka, international news agencies report. The restaurants have been given a new look (including a different logo), as have some adjustments to the menu. Russian McDonald’s owner Alexander Govor previously took over all Russian restaurants for an undisclosed amount from the American fast food group, which closed them as a measure against the war in Ukraine.
McDonald’s earlier choice to leave Russia, like other large companies, had great symbolic value. The chain first opened its doors in the country in 1990, in the waning days of the Soviet Union. That produced iconic images of long lines of people trying burgers and fries from the western company for the first time. The opening of the Vkusno & Totsjka branches also resulted in – albeit less massive – queues outside the restaurants.
For Russia, the opening of Vkusno & Tochka (loosely translated ‘Yummy, full stop’) means a way to show that the Russian economy can become self-sufficient, despite Western sanctions against the country. Earlier, Oleg Paroev, director of Vkusno & Tochka, already announced that all 850 branches in Russia should open before the end of the summer. The McDonald’s branches employed about 62,000 people. In addition, the restaurants partnered with hundreds of suppliers and other entrepreneurs in the country.
This article is also part of our live blog: ‘Wounded by rocket attack in western Ukrainian city’