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McDonald’s replacement restaurants are unveiled in Russia

The American fast food giant has been renamed “Vkusno & Tochka”, which can be translated as “Tasty and that’s it”.

Vkusno & Tochka is owned by Alexander Nikolaevich Govor, with Oleg Paroev as CEO.

She said that “in the near future, openings of other points throughout Russia will follow.”

Rebranding coincided with Russia Day, a holiday that marked the country’s independence. It took place at the same location on Pushkinskaya Square in Moscow, where McDonald’s opened its first Russian restaurant on January 31, 1[ads1]990.
On the first day, 30,000 people were served – a McDonald’s record for an opening day, CBC reported at the time. The place even had to stay open for hours later than planned due to the crowds.
A McDonald's restaurant appears closed after the military invasion of Ukraine on April 14, 2022 in Belaya Dacha, outside Moscow.
Around 630 employees were selected from 27,000 applicants, according to a 1990 Washington Post article.

“About 32 years since … there were a lot of people in Pushkinskaya Square when the first McDonald’s series opened here in Russia. It caused quite a stir. I think the craze will be just as great with this new chain of restaurants, with a new owner, a real entrepreneur, Alexei Alexeevich, the head of the Moscow Ministry of Commerce, said during a press conference on Sunday.

McDonald’s then expanded the range in the country, and from the beginning of March there were around 850 locations operating in Russia.

The death of the McDonald's peace theory, a dark day for capitalism

However, the chain decided to leave the country and sell its Russia business, in line with many other Western businesses after Russia’s invasion of Ukraine, which began in February.

“If the opening of McDonald’s in 1990 symbolized the beginning of a new era in Soviet life, one with greater freedoms, then the company’s current exit represents not only a closure of the business, but of society as a whole,” Darra Goldstein, Willcox B. and Harriet M. Adsit Professor of Russian, emerita, at Williams College, noted at the time.

The company’s new logo shared with CNN has the “restaurant’s main symbols” depicted – what are supposed to be two sticks with yellow french fries and an orange burger. The green background, the press office told CNN, symbolizes “the quality of products and services that guests are used to.”

CNN’s Danielle Wiener-Bronner, Chris Liakos and Anna Chernova contributed to this report.

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