McDonald’s Announced Rebranding In Russia

Three months after McDonald’s suspended its operations in Russia and sold its 850 restaurants to Alexander Govor, the rebranded restaurants are reopened as Vkusno & tochka.

McDonald’s in Russia is a Russian fast food chain. It was a subsidiary of McDonald’s until 2022 and serves some of the former menu. On March 8, 2022, McDonald’s temporarily closed their 850 locations in Russia due to the invasion of Ukraine, but will continue to pay the salary for 62,000 employees. Approximately nine percent of global revenue and three percent of operating profit come from Russia and 100 location in Ukraine.

On 16 May 2022, McDonald’s announced that the closures would become permanent and that it was selling all its 850 stores in Russia. Furthermore, 32 years after McDonald’s entered the Soviet market, the American giant wants its current business to be “de-Arched”, the company plans to retain its trademarks in Russia, meaning the locations would no longer be allowed to use the McDonald’s name, logo, or menu. McDonald’s also said it would continue to pay its Russian employees until the sale is finalized. The company has more than 60,000 Russian employees. On 10 June 2022, Russian McDonald’s buyer announced a new logo as an attempt at rebranding. It featured one circle and two lines, which represented a burger and two French fries. The business was rebranded as Vkusno & tochka, which means “Tasty and that’s it”.

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