Vkusno-i Tochka, the fast-food chain formerly known as McDonald’s in Russia, is expanding its menu with an analogue to the Big Mac named Big Hit, slated for release in February. According to TASS, the information came from the network’s chief executive, Oleg Paroev. Paroev stated that a replica of the Big Mac has been identified and developed, and the new burger will be offered to customers in February.
In late November, the company confirmed through its press service that, starting December 12, visitors to Vkusno-i Tochka restaurants in several Russian cities would see the launch of a children’s meal set called Kids Combo, designed to engage younger diners. By the end of January 2023, Kids Combo bundles were expected to be available across 63 regions of Russia, as reported by the chain’s communications team.
Earlier, in early December, Miratorg, a prominent agricultural holding, announced a collaboration with Vkusno-i Tochka. The two entities unveiled plans to establish a plant dedicated to producing frozen french fries and potato wedges during 2023, underscoring a broader strategy to secure supply chains for core side dishes and enhance menu stability across locations. The news was shared by the press service of Miratorg and reflected in subsequent company communications.
Most recently, the network announced the initiation of delivery services in Moscow and St. Petersburg, marking a notable expansion of its distribution footprint. Delivery through popular platforms has been explored to improve accessibility for customers in major cities, aligning with industry shifts toward convenience and rapid service. The information was disseminated by Vkusno-i Tochka’s press team and corroborated by industry updates from late December.
Observers note that the chain continues to leverage distinctive branding and localized promotions to sustain growth after the transition from the McDonald’s architecture. The Big Hit rollout, alongside Kids Combo, reflects a dual approach: attract new visitors with a flagship item that resonates with international fast-food expectations, while deepening engagement with families through affordable, kid-focused options. These moves come as the company navigates a complex market landscape, balancing menu innovation with reliable supply chains, distribution enhancements, and customer experience improvements. Analysts and industry watchers have suggested that the combination of new products and expanded delivery capacity could bolster market share in Russia’s fast-food sector, particularly in urban centers where demand for quick-service meals remains robust. The company’s communications emphasize a strategy built on menu standardization, ingredient sourcing resilience, and responsive service in response to evolving consumer preferences. While the Big Hit is positioned as a direct competitor to a globally recognized burger, the broader plan includes maintaining price competitiveness and ensuring consistent quality across regions. The Kids Combo initiative reinforces a family-oriented appeal, aiming to offer value without compromising the quick-service experience that customers expect from a modern network.
As the year unfolds, observers will be watching how these initiatives interact with broader regional dynamics, including supply chain reliability, consumer spending trends, and the competitive landscape among quick-service chains. Vkusno-i Tochka’s moves—new menu items, a commitment to local production, and expanded delivery—signal an intent to strengthen its footprint in both the domestic market and key urban centers, while continuing to refine its brand identity in the post-transition era. The company remains focused on delivering a consistent, fast, and familiar experience that resonates with both longtime patrons and new visitors seeking convenient and affordable dining options. Attribution: TASS and company press releases provide the basis for these updates, with ongoing coverage from industry observers and market analysts.