KSB Victory Restaurants, the Belarusian operator associated with the McDonald’s fast food chain, has disputed reports about a branding shift. The company told TASS that the information claiming a transition to a new brand name is not accurate and not confirmed by the business today.
The organization explained that its public communications team is evaluating more than 1,500 submitted proposals to determine the most appropriate name for the upcoming brand. This process is described as a careful selection from a broad pool of ideas, rather than a definitive commitment to any single option at this stage.
Recently circulated reports suggested that the former McDonald’s restaurants would operate under the name We Are Open. According to those rumors, the logo reflecting this new branding appeared on the company’s official website and on its page within a social media network. At the time of observation, the social media profile displayed the logo in question, while the official site did not yet deliver the same content consistently.
Earlier in January, RIA Novosti reported that workers began removing McDonald’s signage from the façades of locations in Kazakhstan that were still operating under the McDonald’s branding, a development noted within regional coverage. This report has contributed to a broader conversation about brand transitions within the region, though Belarus remains firm in its current stance on official branding while the name selection process continues.
Throughout the discussions, officials have emphasized that any changes remain in the exploration phase, with a focus on preserving service quality and familiarity for guests across the network. The public messaging from KSB Victory Restaurants highlights a measured approach to rebranding, underscoring that the name decision will reflect a consensus reached after evaluating a large volume of suggestions and ensuring alignment with the company’s identity and market position. While third-party sources and social media chatter may speculate about potential names, the company maintains that no final branding decision has been announced or committed to beyond the ongoing review of proposals. This stance aligns with a broader pattern observed in multinational fast food brands undergoing transition, where the practical steps of logo replacement and rebranding are staged over time, subject to regulatory and market considerations, and accompanied by clear communications to guests and partners.
Cited sources in this discussion include reports from TASS and RIA Novosti, which have documented the company’s statements and regional branding activities. The situation illustrates how corporate branding in the fast food sector can unfold across borders, balancing local market preferences with global brand heritage and the practical realities of rebranding campaigns. In the end, customers can expect updates as the brand identity evolves, with the company continuing to prioritize a smooth guest experience throughout the transition period.