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War in Ukraine: Vkusno & tochka, the sign that replaces the old McDonald’s in Russia

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Exit McDonald’s, Russia began this Sunday to replace the old signs of the American giant, which had sold its restaurants in the country because of the war in Ukraine, by Vkusno & tochka.

The first restaurants previously owned by McDonald’s Corp in Russia open their doors in Moscow on Sunday with a new owner and a new brand, “Vkusno & tochka”, which means “Tasty & that’s it”.

Quiet day in Russia: opening of a McDonald’s restaurant under a new name “Vkusno i tochka” (Delicious and period). A real party! ? ? pic.twitter.com/rzSZHRTsO7

— Andrei VAITOVICH (@andreivaitovich) June 12, 2022

From the rapprochement to the invasion of Ukraine

McDonald’s had opened its first establishment in Russia in 1990, on Pushkin Square in Moscow, in the context of the collapse of the Soviet Union. The brand then symbolized the thawing of Cold War tensions and introduced millions of Russians to American food and culture.

On the contrary, his disappearance today illustrates the way in which Russia and the West are once again turning their backs because of the war in Ukraine.

McDonald’s announced in May that it was selling its restaurants in Russia to one of its local licensees, Alexander Govor, following Moscow’s invasion of Ukraine and the wave of outrage and sanctions Western cultures that the war has brought about.

After 15 reopenings scheduled for Sunday, another 200 will take place by the end of June and 850 by the end of summer, Vkusno & tochka said.

No reference to former name

“Our goal is for our customers not to notice any difference in quality or ambiance,” its general manager, Oleg Paroev, told a press conference at the Pushkin Square restaurant.

The new fast food chain will keep its old McDonald’s interior but remove all references to its old name, said Oleg Paroev, who was appointed head of McDonald’s in Russia in February, weeks before the start of the invasion of Ukraine. February 24.

The executive added that the company would maintain “affordable prices”, but did not rule out slight increases in the short term.