Alexander Govor, who has taken ownership of McDonald’s operations in Russia, outlined an ambitious plan to grow the footprint to 1,000 locations nationwide. He shared these ambitions in a recent interview released by Forbes on a Friday in early June.
“The plan is demanding and bold—a goal to reopen every restaurant in the chain within a two‑month window,” Govor stated.
He noted that 840 locations were ready to resume operations, with seven more registered but not yet active in the Moscow region, and a handful more in central Russia. By year’s end, he suggested, roughly 20 additional outlets could come online.
“My overarching aim is to expand the network to 1,000 stores over the coming years.”
Govor also indicated that a decision on a new brand name would be announced mid‑June, mentioning that several options had already been identified and registered.
Media outlet Moscow 24, citing an unnamed source, reported that the former McDonald’s sites might be relaunched under the name “Dominis.” The company has not confirmed this, stressing that nothing has been officially announced and that a new brand is still in development. The press service noted that a formal statement would be issued soon.
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On June 2, the Federal Antimonopoly Service approved the purchase petition filed by Club-Hotel LLC, led by Alexander Govor, for McDonald’s Russian business. The arrangement allows the seller an option to repurchase the asset at market conditions within a 15‑year window.
Earlier, on March 14, McDonald’s halted operations at 850 Russian restaurants amid the broader context of the conflict in Ukraine.
McDonald’s, whose share of the Russian catering market stood at about 7% as of mid‑May, acknowledged its withdrawal from Russia and the sale of the business to a Russian owner via the Ministry of Industry and Trade. Govor emerged as the buyer, and the chain is expected to operate under a new brand, with all employees to remain in place on equivalent terms for at least two years. A shift away from the familiar yellow “M” logo was also anticipated, with franchisees in Russia potentially adopting the new brand as well.
As the transition unfolds, observers note that the franchise ecosystem and market dynamics in Russia are shifting, with operators preparing for a rebranding and continuity of service under the reshaped corporate banner.
Russians’ favorite dishes at McDonald’s
In this transition period, market research firm Romir highlighted the impact of McDonald’s exit on the broader fast‑food landscape in Russia. The data show a notable decline in the sector’s turnover since the brand’s departure.
From April 2022 versus April 2021, the fast‑food segment experienced a revenue drop of more than 20%. The study also called out the best‑loved menu items among Russians. The most popular combination remains French fries with a cheese dip, a choice favored by about 9.5% of residents in the first quarter of 2022. A cheeseburger followed at 7.2%, with the Big Mac at 5.9%.
Burgers hold broad appeal, not only at McDonald’s but across competing chains as well. Roughly one in four Russians chooses a burger at fast‑food venues, while French fries rank second in popularity at 22%, with sauces close behind at about 19.3% of consumers, according to the same release notes.