Russian restaurants in the Vkusno-and-totcha network are not planning to alter their hamburger recipe after McDonald’s exit. The agency notes that the priority remains what customers prefer, and if research indicates a need for change, it will be considered. New products will continue to be rolled out based on solid research results and tested consumer feedback.
On December 1, McDonald’s began updating its US menu, applying changes to the famous Big Mac recipe. The updates include a bit more sauce, freshly selected lettuce and pickles, and cheese that melts more evenly. The sesame seed buns are being replaced with buns featuring seeds scattered in a more irregular pattern. This new approach is being rolled out across roughly 13,460 McDonald’s locations in the United States. (Source: corporate communications, 2023–2024)
McDonald’s exited the Russian market in 2022 and sold the business to Alexander Govor. The similarly named chain now operates under the brand name Vkusno i tochka. By the end of 2023, more than 860 outlets were active in 64 regions of the country, continuing to serve the local population with a familiar menu adapted to regional tastes. (Source: market updates, 2023)
In October, prices for burgers in the brand’s value tier rose modestly as part of cost adjustments. This shift reflected broader market pressures that have ripple effects across pricing strategies in fast food chains operating in the region. (Market analysis report, 2023–2024)
Among G20 nations, Russia stood out for having higher costs for the Big Mac at that time, drawing attention to cross-country differences in food pricing and consumer purchasing power. This highlighted the competitive landscape that global brands navigate when balancing local pricing with international brand expectations. (Economic review, 2023)
Overall, observers noted there was lingering curiosity among consumers about whether Western brands would return to the Russian market. The question remained a topic of discussion as the market evolved and local brands continued to expand their footprints. (Industry commentary, 2023–2024)