The Russian fast‑food chain Vkusno‑i Tochka has filed applications with Rospatent to register several brand names, including Avto‑i‑Tochka, Coffee‑i‑Tochka, and Delivery‑i‑Tochka. The network’s press service stressed that filing does not guarantee these names will be used in the future.
“Submitted for the record, but that doesn’t mean we’re going to use them. The name ‘MakAuto’ does not yet exist. That statement comes from Tasty’s representative, Natalia Merkushova,” the company noted.
On August 12, Mash reported that this marks the moment when Tasty – in English communications, the chain may begin using the name Tasty. Merkushova later confirmed these details in a conversation with socialbites.ca.
Mash also suggested that the chain plans a distinct name for Coca‑Cola products – stated as “Cola – and point” – and that menu sets would be branded as “Combo – and point.” The proposed changes are also said to affect Makkafe, which opened without branding yesterday but is expected to be named “Coffee – that’s it” in the future. Among the other names submitted for registration are “Automatic – and point” and “Delivery – and point.”
Rospatent is currently reviewing an application for the brand “Sadno i dotka,” filed by the company Ritual.rus, represented by Oleg Shelyagov. In the case of the “Delicious – period” declaration, officials indicated they are examining the application for potential violations, as reported in industry briefings.
The developments reflect a broader strategy by Vkusno‑i Tochka to diversify its branding and branding language as the company expands beyond its core identity. Observers note that the filings could be a safeguard, a portfolio strategy, or a platform for future franchise or co‑branding opportunities. Analysts emphasize that trademark activity does not automatically translate into immediate store signage changes, product naming, or marketing campaigns, but it does signal an intent to explore branding options in the market. These moves are tracked by market watchers who parse filings for indicators about how a company plans to position itself in different segments and regions. The information surrounding these filings comes from industry coverage and official notices, and outlets have cautioned that the information may evolve as the registration process proceeds and as the company refines its branding plan. Attribution: Mash; socialbites.ca
Industry observers remind readers that many brands submitted for registration are often precautionary registrations designed to prevent competitors from using similar terms. They also point out that some names could be reserved for future product lines, limited editions, or regional markets. The overall picture suggests a cautious, stepwise approach to brand management, allowing the company to test recognition and resonance in diverse consumer contexts while maintaining flexibility for later deployment. Attribution: Mash; industry briefings