Russia unveils rebrand of former McDonald’s franchises as ‘Tasty and that is it’

Employees members await guests at a newly opened quick meals restaurant in a former McDonald’s outlet in Bolshaya Bronnaya Avenue in Moscow, Russia. The restaurant reopened on June 12, also called Russia Day for locals. Dmitry Serebryakov/G3 Field Information

Russia unveils rebrand of former McDonald’s franchises as ‘Tasty and that is it’

Christopher Hutton

June 12, 01:58 PM June 12, 01:58 PM

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Russia has unveiled its rebrand of the previous McDonald’s restaurant franchise, and we’re not loving it.

The previous McDonald’s eating places’ new proprietor, Alexander Nikolaevich Govor, introduced on Sunday that he’ll reopen the quick meals chain as Vkusno & Tochka, which interprets to “Tasty and that is it.” The restaurant chain may also undertake a brand new emblem impressed by the chain’s predominant meals merchandise: two potato fries hanging over a hamburger bun.

“For those who recall, in Could, McDonald’s introduced they had been eradicating their companies from Russia. I’m very proud that they selected me to proceed creating this enterprise. Which means the corporate views me as somebody who absolutely shares all of the ideas of enterprise and values of McDonald’s,” Govor stated at a press convention.


At the very least 200 of the 850 branches left by the corporate upon its departure might be reopened by the tip of June, based on a press launch. And that won’t be the tip, based on the proprietor. “I will not conceal the truth that I’m an bold man, and so I’m not simply going to easily open up all 850 eating places, however I’m going to develop new ones as nicely,” Govor stated.

The rebranding announcement coincided with Russia Day, a vacation marking the nation’s independence, based on CNN. The reopening additionally passed off in Moscow’s Pushkinskaya Sq., the place the primary Russian McDonald’s was opened on Jan. 31, 1990.

G3 Field Information

McDonald’s quickly closed its 850 Russian branches on March 8 because of the invasion of Ukraine. That closure led to the corporate shedding tens of millions and finally the choice to promote the branches to Govor.

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