A new chapter for McDonald’s in Russia
McDonald’s exited Russia after Putin’s invasion of Ukraine. Now under new branding and ownership, the revamped fast-food chain revealed its logo ahead of its reopening on Sunday as well as a new name, “Vkusno i Tochka," which means “Tasty and that’s it."
The photo above was the first Mcdonald’s in Moscow in 1990.
McDonald’s exited the country in March and sold all 847 of its stores to a Siberian businessman called Alexander Govor. But part of the deal is that McDonald’s is allowed to buy back the business in 15 years while still retaining the trademarks in the country.
But the launch of the Golden Arches in Russia back then represented much more than fried potatoes and quick burgers. It represented the then-Soviet Union opening its country and economy up to the rest of the world as the Cold War ended.
Embraced by Russians who affectionately termed the American fast-food chain “MakDak,” the chain’s last day saw residents flock to the stores, with one man protesting the closure by handcuffing himself to a MakDak store entrance, saying, “Closing down is an act of hostility against me and my fellow citizens!” before being arrested.
Now with the new rebranding, many are turning their heads sideways to squint at the new logo that comes with this new chapter, with some social media users commenting that it still looks like an “M."