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"Big hit"?
Sounds familiar, but it's not the same as in the world-famous burger of a similar name, the »Big Mac«.
Shortly after Putin's attack on Ukraine a year ago, McDonald's closed all Russian branches.
The fast food chain sold them all to Russian Alexander Govor, who reopened under the new name Vkusno & Tochka.
The burger presented this week is also called and tastes a little different.
Mikhail Proskunenkov
,
Diner:
»The old 'Big Mac' was used as the basis for the 'Big Hit' and now they have completely revised it.
They added more greens and changed the sauce.
It's basically cool and different, but I still miss the old 'Big Mac'.
They changed it, you can taste it.
But he's not bad."
McDonald's opened its first fast food restaurant in Moscow in 1990, just back in Soviet times.
At the time, a strong sign of the easing of tensions between the US and the Soviet Union during the Cold War.
Today, the fronts are hardened again, also in terms of taste: the Russian version of American fast food is subject to strict regulations, for example in terms of colour.
Not everyone is excited about the new version.
Vladimir, Diner:
»Overall I wouldn't say it's as good as a 'Big Mac'.
The sauce, which was the main quality of the ›Big Mac‹, has become a bit more sweet and sour.
It used to be more balanced in taste.
The bun has also gotten worse.
It's softer and not as tasty.
And the 'Big Hit' falls apart more when eating, it's stacked very high.
«
The Moscow burger chain's strategy is to feign continuity despite the brand change, with advertising slogans such as "The same double cheeseburger" and the logo showing a stylized burger with two fries resembling the letter M.
After all, the new hamburger costs 11 rubles, about 14 cents less.