Russia

McDonald's becomes "Delicious. Full Stop."

The first former McDonald's stores in Russia have reopened under a new name and logo. The former licensee and new owner of the restaurants, Alexander Govor, plans to reopen all 850 Russian stores within the next two months.
IMAGO / SNA
The first former McDonald's stores in Russia have reopened under a new name and logo. The former licensee and new owner of the restaurants, Alexander Govor, plans to reopen all 850 Russian stores within the next two months.

More than 30 years ago, the opening of the first McDonald's in Russia represented a new spirit and rapprochement with the West. Due to the Ukraine war, the US corporation has withdrawn its operations from the country. This weekend, former licensee Alexander Govor reopened the former McDonald's stores under a new name and logo.

"Everything tastes the same as before, only the Coke is worse," says a young man. Together with his friends, he is standing on Sunday at noon in front of one of the former McDonald's branches that have reopened in central Moscow under their new, Russian owner. More than an hour before admission, hundreds of people were already waiting outside the building on Pushkin Square on Sunday. The chain now bears the name "Vkusno i totschka": "Delicious. Full Stop." It also has a new logo: two orange lines and a red circle on a dark green background, it is supposed to represent two fries and a burger patty.

Beyond that, however, as little as possible should change. The locations of the restaurants are the same, the employees too, and the menu is almost identical to McDonald's. Only the names of the products have changed.
 

After more than 30 years, McDonald's has closed its Russia business in response to Kremlin leader Vladimir Putin's war of aggression against Ukraine. Temporarily closed at the beginning of March. Like several other international companies, the fast-food corporation then later withdrew permanently from the largest country on earth in terms of area, where it was most recently one of the most important employers with 62,000 local employees.

Only at train stations and airports will individual restaurants continue to operate under the U.S. logo for the time being, due to special franchise agreements that cannot be easily terminated.

Opening of Vkusno i totschka in Moscow

All 850 branches to be back on the grid

Within two months, the new owner, entrepreneur Alexander Govor, now wants to reopen all of the 850 stores nationwide. He has already operated 25 McDonald's stores in Siberia in recent years. Govor, who once became rich in the mining and oil industries, is contractually obligated to keep the existing employees on the same terms for at least two years.Meanwhile, Govor is not allowed to continue usingthe McDonald's brand symbols.

Moscow Mayor Sergei Sobyanin also came to Pushkin Square on this opening day - which symbolically coincides with the "Day of Russia" holiday. Sobyanin praised "Yum and Dot" as a Russian model of success.

In the early 1990s, the opening of the first McDonald's branches was also been a sign of change and awakening in Russia. Today, the new Russian "McDonald's" also stands for the hardened fronts between Moscow and the West.

"Delicious. Full Stop" - in the original Russian, this also sounds something like: Tastes good and basta. This makes some people smile, as the wording is somewhat reminiscent of Soviet gastronomy, which was not necessarily known for its high standards of service. People ate what they put on the table. And that was it.

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