The KFC Network in Russia Shifts to a New Brand Name, Rostic’s
Reports from major news agencies indicate that KFC outlets across Russia have begun introducing new branding under the name Rostic’s. Journalists noted the appearance of updated signage on several sites and shared images on media channels associated with the Russian information agency RIA Novosti. The observed changes mark a significant moment in the transition of a global fast-food icon into a locally branded chain that may compete on price, menu options, and signaling to Russian consumers.
The transition appears to be part of a broader strategy by the former KFC business operations in Russia, operated under a local corporate umbrella. RIA Novosti reported that the Russia-based division previously known as Yum! Brands’ KFC operations has filed for the registration of new brand marks, including Rostic’s and Rostmaster, as well as a redesigned chicken logo. Additional brand names such as Rostmaster Cheese, Maestro, Shefroll, and Chef Basket were also cited in filings with the regulatory authority to establish a broader brand portfolio tied to this relaunch. The filings suggest a deliberate branding shift rather than a simple name change for individual outlets.
Earlier developments around this topic revealed that in late 2022, Yum! Brands authorized the sale of the KFC business in Russia to a local company. Sources cited by news outlets indicated that the Izhevsk-based Smart Service, now the owner of the KFC locations, intended to maintain the existing menu and preserve the core recipes wherever possible during the transition. The aim appeared to be continuity for customers while the branding and corporate control moved into a new ownership structure.
The rebranding discussion intensified in August when Yum! Brands announced the broader rebranding initiatives affecting its portfolio, including KFC and Pizza Hut. This sequence of events aligns with a broader pattern of multinational brands reassessing their rapid-fire consumer-facing identities when local ownership shifts occur, a trend that resonates with markets across North America as well as Europe and Asia where franchise arrangements and localization strategies often diverge from the parent company’s global branding playbook.