McDonald’s Returns to Russia Under a New Brand, Vkusno i Tochka
In Moscow, a familiar fast food name reappeared this Sunday, but under new ownership and a fresh label. The storefronts that once bore McDonald’s arches now operate as Vkusno i Tochka, translated as Delicious, period. The move follows the exit of the American chain from Russia amid broader shifts in international trade following the invasion of Ukraine.
Oleg Paroevan, the general manager of the renewed chain, announced an ambitious expansion plan as the doors opened to twelve locations in and around Moscow this weekend. The rollout is expected to accelerate: a further 50 outlets were slated to launch on Monday, with a target of about 200 by the end of June. After that, the plan envisages 50 to 100 new restaurants weekly, aiming for a total of around a thousand sites if projections hold true.
The new owner chosen to operate McDonald’s Russia is Alexander Govor, who has managed a portfolio of 25 franchised restaurants in Siberia since 2015. The acquisition was cleared by Russia’s Federal Antimonopoly Service, with a five-year window guaranteed for McDonald’s to reclaim the business on market terms, should the parties reach an agreement. The legal framework amplifies the sense of a transitional period for the brand in the country.
Govor has stated that while the hamburger-focused concept will preserve the interior layouts and the customer experience, the new branding will stand apart from the old McDonald’s identity. The chain continues to stock Coca-Cola products, though decisions about future beverage suppliers will be determined through an upcoming auction process.
In terms of staffing, the leadership indicated there would be no immediate job cuts. Paroevan emphasized continuity, noting that the aim is to retain current employees and attract new hires where needed. This commitment to workforce stability was echoed in statements reported by the TASS agency, underscoring a priority to preserve human capital during the brand transition.
At the opening ceremony held at Moscow’s Pushkin Square—historic for hosting the first McDonald’s in the Soviet Union back in 1990—Paroevan framed the launch as a pledge to consistency. The goal, he said, is for customers to notice no drop in quality or atmosphere despite the rebranding. The event signaled more than a simple relabeling; it marked a continuation of a long-running dining choice for many Russians, now reimagined under new ownership and a refreshed corporate identity. (Reuters)