“Only delicious” Russia’s original McDonald’s store was renamed and re-opened to customers: “Coke has become different”
Xinhua News Agency reported that the first batch of 15 original McDonald’s stores in Russia were renamed “Only Delicious” and reopened on the 12th.
“I’m very happy to introduce our new name: only delicious.” Oleg Paroyev, the CEO of the new chain, told reporters at the opening ceremony that day.
Paroyev said that the first 15 stores will open on the 12th, and about 200 stores will open by the end of this month.
Among the first batch of stores to open, a store located in Pushkin Square in the center of the capital Moscow has attracted much attention. This is the first store established by McDonald’s in the Russian market. That morning, people lined up outside the store for the official reopening at 12 noon. The store has been replaced with a new branding, with a red circle and two orange lines on a green background representing a burger and two French fries. The slogan next to it reads: “The name has changed, but the love remains the same.”
Compared to the original brand McDonald’s, “Only Delicious” offers slightly less variety, but overall lower prices. For example, the price of a double cheeseburger has been reduced from about 160 rubles (about 18.2 yuan) to 129 rubles (14.7 yuan); the price of a fish burger has been reduced from about 190 rubles (21.6 yuan) to 169 rubles (19.2 RMB).
The burger recipe has not changed and the original equipment is still in use, said Alexander Merkulov, an administrator of the new venture. A 15-year-old customer told Reuters, “Coke has changed,” but the burgers and fries did not taste the same.
The interior of the new store has not been renovated, but all items related to the original name have been removed, Paroyev said. “Our goal is to make customers feel no change in quality and environment.” In addition, the new store will maintain “affordable prices”, but it does not rule out that the price of meals may be slightly adjusted in the near future.
McDonald’s entered Russia in January 1990 and has about 850 stores in Russia. Western countries have imposed sanctions on Russia after the conflict between Russia and Ukraine escalated in February. Affected by this, McDonald’s suspended business in Russia in March and decided to withdraw from the Russian market in May. Subsequently, Russian franchisee Alexander Govor signed an agreement with McDonald’s to take over McDonald’s business in Russia and operate under a new brand.
Govor said that this year, he will invest 7 billion rubles (797 million yuan) in corporate development, with a total of 51,000 employees. He also plans to expand the new brand to 1,000 stores. In addition, as the Coca-Cola Company announced to suspend business in Russia, the new company is looking for new beverage suppliers.