The Vkusno-i Tochka chain, once known as McDonald’s in Russia, faces a legal and branding constraint that blocks it from operating under its own name in Kazakhstan and in several unrecognized territories, including Abkhazia. This limitation is tied to the terms of its agreement with McDonald’s. The information comes from a statement by the network’s General Director, Oleg Paroev, as reported by RIA Novosti.
Meanwhile, the network’s owner, Alexander Govor, indicated that there is consideration within the company to lift the branding ban. He noted that the agreement with McDonald’s forbids Vkusno-i Tochka from using its own brand identity in Kazakhstan, which is a key constraint on the company’s branding strategy in that market. Govor also mentioned that talks about potential brand changes or openings are part of ongoing discussions within the management, guided by the contractual framework with the former franchisor. The management team has been weighing strategic options, including possible rebranding in specific markets if permissible under the contract terms.
During public discussions, Govor referenced offers received by the network to establish outlets in Crimea and Abkhazia. He explained that while there are inquiries and expressed interest from prospective locations, moving forward with expansions into these areas is not straightforward. He stressed that the company would need to navigate legal, regulatory, and political considerations, and that the process is not entirely within the company’s control. The emphasis was on the practical hurdles that accompany executing expansions into disputed or newly established territories, rather than on any immediate plans for rapid openings.
Govor also clarified that there are no active plans to commence operations within the Russian territories newly annexed in recent years. The emphasis was on careful assessment and adherence to existing agreements and local regulations rather than a rushed expansion into those areas.
Earlier communications from the situation referenced statements attributed to McDonald’s in Kazakhstan, presented by Food Solutions KZ LLP, which indicated that preparations were underway to reopen restaurants in the republic. This information suggested a degree of momentum toward resuming operations under a local brand structure after the withdrawal of the McDonald’s national presence. The dynamic around these remarks reflects the broader pattern of how former McDonald’s sites are adapting to new branding and ownership in the region.
In parallel developments, the Federal Antimonopoly Service of Russia reported that the Logistics and Tochka group, owned by Alexander Govor and holding the Vkusno-i Tochka brand, had filed an application with the antitrust agency to acquire the Havi logistics company. This potential acquisition would be aimed at strengthening supply chain capabilities for the network as it navigates post-McDonald’s operations, though such a move would require approval from the relevant authorities and alignment with competition laws.
Looking back to late 2022, the Rost Development organization, which had previously been a franchise partner under the McDonald’s umbrella, announced its transition to the Vkusno–that’s it brand starting on December 1, 2022. Rost Development managed a cluster of nine points located at airports and railway stations in St. Petersburg, with operations concentrated in strategic transit hubs. The transition marked a significant shift in the regional franchise landscape, signaling the broader changes underway as McDonald’s exited certain markets and new local brands stepped in to fill spaces in the fast food sector. The sequence of events illustrates how branding shifts and ownership changes ripple through a network of locations, influencing franchise relationships, market presence, and consumer familiarity in key corridors.
Overall, the situation surrounding Vkusno-i Tochka demonstrates the interplay between contractual commitments, market strategy, and regulatory realities. The company continues to explore options within the bounds of existing agreements, while stakeholders monitor developments in Kazakhstan, Abkhazia, Crimea, and related markets. The path forward depends on a mix of legal permissibility, corporate strategy, and geopolitical dynamics that shape how fast food brands can operate and compete in these regions. Marked reports from investigative agencies and industry bodies underscore the delicate balance between honoring prior commitments and pursuing growth in evolving markets. Attribution: reports from RIA Novosti, Interfax, and the Federal Antimonopoly Service provide context for the evolving stance of the Vkusno-i Tochka network and its governance around branding and acquisitions.