After when Russia’s invasion of Ukraine exploded, McDonald’s announced the selling and exit from Russia market putting and end of 32 years of an era and resulting on the closing of 850 restaurants throughout the country.
But now, a month later, fifteen old McDonald’s restaurants reopen in Moscow under a totally new brand, Vkusno & tochka (“Tasty and that’s it”). This rebranding is intended to comfort Russians that they can continue to live western lifestyles.
The new restaurans seem to be an exact copy of the American chain, not ony in appearance of the space but also the menu. Chicken nuggets, double cheeseburgers and fish burgers, you can find it all on Vkusno & tochka, just like if you went to a McDonald’s a month ago. Oleg Proev said their “goal is that our guests do not notice a difference either in quality or ambience”.
Many Russians have become accustomed to western goods and brands and the new name was an appeal to the nostalgia. the new restaurant’s slogan reads, “The name changes, the love remains,” and the slogans sewn on the employees’ uniforms says: “The same smiles.”
Although of course this was not welcomed by everyone with a smile and opened arms. The name in specific has been target of some mockery on the internet. “It’s a bit specific but … interesting,” one Muscovite told the pro-Kremlin website Life. “MakDak would have been better,” said another, referring to the shorthand Russians often used to refer to McDonald’s.
Also, when the restaurant reopened on Sunday, a protestor held up a sign that read, “Bring back the Big Mac.” He was swiftly escorted out.
Vkusno & tochka says the first 15 restaurants are just the beginning and plans to eventually reopen all 850.