“Delicious, period.” It is under this designation that this Sunday 15 McDonald’s reopened in Russia. They can no longer carry the North American designation and if the logo was already known, the brand was only revealed this Sunday.
Vkusno i tochka. The same is to say: delicious, period. The announcement was made by Oleg Paroyev, general director of the new group, at a press conference in Moscow.
McDonald’s reached an agreement in May with Alexander Govor, who operated 25 franchises of the brand in Siberia, to keep all the units in Russia and the approximately 62,000 workers, but had to convert the stores both in terms of brand and menu. .
Govor’s relationship with the American brand began in 2015. Govor is also a co-founder of Neftekhimservice, an oil refining company, and a board member of another company that owns the Park Inn hotel and a set of clinics in Siberia.
After having announced the new logo at the end of the week, a circle and two lines to symbolize a hamburger and two fries, it now announces the brand.
A burger and two fries. The “new” Russian McDonald’s opens on Sunday and already has a logo
This Sunday the reopening did not have the queues that the start of operations of McDonald’s in Moscow had in 1990. At the time, this inauguration was seen as a milestone in the opening of the country towards the West, with the end of the cold war and the fall of the Berlin Wall in 1989.
Now, according to information from Moscow, the situation is a bit different, but there are also queues.
Очередь на открытие первого McDonald’s в России в 1990 году vs очередь на открытие “Вкусно и точка” прямо се. pic.twitter.com/4rwvZOLftB
— The initiate (@the_ins_ru) June 12, 2022
This Sunday, 15 restaurants reopened, with another 50 expected to open on Monday and about 200 by the end of June. McDonald’s had 850 locations in Russia. According to the Russian agency, Ria Novosti, for now not all menus will be available to visitors, which the company justifies with logistical difficulties and the speed with which it managed to reopen, which it considers a record time.
The menu will not feature popular items like Big Macs or McFlurry ice cream. What Oleg Paroyev explains: “These names, these brands, these images and production technology have a direct association with the McDonald’s brand”, and as such are not usable. But he leaves a promise: “In the very near future we will have a replacement for these products that will be worthwhile and that, I am sure, our consumers will like.” There was also a need to change some packaging so that it was not associated with McDonald’s.
McDonald’s suspended operations in Russia on March 14, initially temporarily, but later announced that it would leave permanently until it was finished selling the business.
Source: Observadora
