[The Epoch Times, June 12, 2022](The Epoch Times reporter Takasugi compiled and reported) For fast food lovers in Russia, Sunday (June 12) may be a new turning point. Because McDonald’s, a Western fast-food chain popular with Russians, will reopen after changing ownership and name more than three decades after its arrival.
The reopening of the former McDonald’s restaurant was set for Russia Day (June 12), a patriotic holiday in Russia to celebrate the country’s independence. In January 1990, McDonald’s first opened its flagship store in Pushkin Square, Moscow, the capital of Russia.
With the collapse of the Soviet Union in the early 1990s, McDonald’s emerged as a thaw of Cold War tensions and became a vehicle for millions of Russians to sample American food and fast-food culture. Now, the withdrawal of the McDonald’s brand is also a powerful symbol that Russia and the West are once again turning their backs on each other.
McDonald’s said last month that it was selling its restaurants in Russia to a local franchisee, Alexander Govor. The deal is one of the most high-profile moves by Western businesses to leave Russia since Russia sent tens of thousands of troops into Ukraine on February 24.
McDonald’s iconic “Golden M” signs in Moscow and St. Petersburg have been removed and they will be replaced by a new logo. The new logo consists of two French fries and a hamburger patty on a green background. Fifteen storefronts in Moscow and surrounding areas will be the first to reopen.
The name of the new fast-food chain remains a closely guarded secret.
According to a report by RBC Daily on Friday (June 10), the name of the original McDonald’s store will be changed to “My Burger”. This has caused some excitement online. But the chain’s press team said the name was only temporary.
“Some things are changing, but steady work will continue,” reads a motto on the new chain’s website homepage.
Citing leaked images of the new menu of the fast-food restaurant, Russian media reported some of the dishes that were changed, such as Filet-O-Fish to “Fish Burger”; Chicken McNuggets to simply “Nuggets”. But these changes could not be verified.
Govor said he plans to expand the new branded chain to 1,000 locations across the country and reopen all previous restaurants within two months. But there may be some resistance.
Peter Gabrielsson, professor of international marketing at the University of Vaasa in Finland, said that it takes decades to build a brand, and the launch day of a new brand is crucial to its future success. critical.
He said: “Opening day is important because it’s the first time that consumers can actually feel, touch and see the brand and what it stands for. It’s about what the customer’s reaction will be. Obviously, people Will compare it to the original McDonald’s.”
McDonald’s, the world‘s largest burger chain that once owned 84 percent of its nearly 850 restaurants across Russia, sold it to Govor for a whopping $1.4 billion. Govor’s “GiD LLC” has previously operated 25 restaurants.
Oleg Paroev of McDonald’s Russia said other franchisees could choose to work under the new brand, but the traditional McDonald’s brand would leave Russia. McDonald’s said it would retain its trademark.
McDonald’s earned about 9% of its total revenue from Russia and Ukraine last year, or $2 billion. McDonald’s has the right to buy back its restaurants in Russia within 15 years, but many other specific terms of the sale to Govor remain unclear.
McDonald’s fast-food restaurants will remain open at airports and train stations in Moscow and St. Petersburg until 2023, TASS news agency said on Wednesday (June 8). The agency cited a source close to another franchisee, Rosinter Restaurants.
“Rosinter has a special agreement under which American companies cannot take its franchises away. They can continue to operate McDonald’s fast food restaurants,” TASS reported, citing the source.
Rosinter declined to comment. McDonald’s did not immediately respond to a request for comment.
Responsible editor: Sun Yun#