Restaurants that previously operated as McDonald’s in Russia, reopened with a new brand and ownership this Sunday 12 June, Russia Day, in the midst of a national patriotic holiday that celebrates the country’s independence.
With another brand, different name and menu name. The chain is now called Vkusno & tochka, “Tasty and that’s it”. The new orange logo on a green background has a circle and two lines that represent two French fries and a hamburger.
“The name changes, love stays”, could be read in the slogan of the restaurant where the main reopening of the new Russian hamburger chain took place. The event took place in Moscow’s Pushkinskaya Square, where McDonald’s opened its first Russian restaurant on 31 of January of 1990.
In Russia, McDonald’s iconic golden arches have gone. In their place, a rebranded fast food restaurant called ‘Vkusno & Tochka’ has opened, which translates as ‘Delicious, Full Stop.’ pic.twitter.com/5YfbbruRpM
— Al Jazeera English (@AJEnglish) June 12, 2022
How is the new menu of Vkusno & tochka, the Russian replacement for McDonald’s
With no Big Mac, no Happy Meals, and no McFlurry on the menu, the restaurants that take McDonald’s place are dishing up the same products, and since the vendors haven’t changed, they’re also offering their customers burgers, nuggets, and sundaes.
Vkusno & tochka’s menu is smaller and prices are slightly lower. According to Reuters reports, a double cheeseburger costs 129 rubles (2.15 dollars) compared to 160 from McDonald’s.
Also included is a chicken burger and a fish burger that would replace the Filet-o-Fish offered at 169 rubles, compared to the 190 rubles it cost in McDonald’s.
The white packages of fries, hamburgers and drinks are similar to those of McDonald’s. Takeout bags are brown. In an improvised manner, the McDonald’s logo was covered in black on ketchup and other sauce packages.
Customers stated that, although the taste of the cola was perceived to be slightly different, the taste both the hamburgers and the fries remain the same.
The executives pointed out that the objective is that our guests do not notice a difference in quality or atmosphere.
The chain’s initial plan was to reopen of 15 restaurants this Sunday in Moscow and the region. Oleg Paroev, CEO of Vkusno & tochka, said that the reopening of 200 restaurants in Russia is planned for the end of June and the 850 by the end of the summer.
The Russian fast food chain retained 62,000 former McDonald’s employees. TASS notes that employees will retain their places “on equivalent terms” for at least two years.
McDonald’s restaurants were closed on 14 March in response to the invasion of Ukraine by President Vladimir Putin. Last month, the American company sold its network of 850 restaurants in Russia to Alexander Govor, a franchisee of McDonald’s Corp.
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