Russia: Goodbye McDonald's - Hello Vaksuna & Tochka
Fifteen rebranded branches will open in and around Moscow by the end of the month, after the old American chain left the country in protest of the Russian invasion of Ukraine
Reuters
12/06/2022
Sunday, 12 June 2022, 11:30 Updated: 11:44
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In the video: Opening of a McDonald's branch in Moscow under the new branding (Photo: Reuters)
The former McDonald's restaurants in Moscow were reopened today (Sunday) under a new Russian ownership and a new name: "Vokosna & Tochka" - "It's delicious, and that's all."
The new chain will open 15 rebranded branches in and around Moscow, after the old American chain left the country in protest of the Russian invasion of Ukraine.
The opening of the branches, three decades after McDonald's first opened in Russia as part of the warming of relations between West and East, will be a test of the success of Russia's economy, which is forced to become more independent in light of the Western sanctions imposed on it.
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The new branding of the McDonald's chain in Russia (Photo: Reuters)
Oleg Freib, CEO of the new chain, said the company plans to reopen 200 restaurants in Russia by the end of June, and a total of 850 restaurants by the end of the summer. In what was the first McDonald's branch opened in Moscow in 1990.
Vaxona & Tochka chain replaces McDonald's in Russia (Photo: Reuters)
The new chain will not change the interior design of the branches but will eliminate any reference to the previous brand, said Provev, eight CEOs of McDonald's Russia in February, weeks before the invasion of Ukraine. These will rise slightly in the near term.
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