Tasty name but no Big Mac as rebranded McDonald's restaurants open in Russia

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It might look and smell like McDonald's but now it's Vkusno & tochka. The golden arches are gone, the filet-of-fish is simply a fish burger. The Big Mac has left Russia. A new era for Russia's fast-food and economic scene dawned on Sunday (June 12) as McDonald's restaurants flung open their doors in Moscow under new Russian ownership and with...

It might look and smell like McDonald's but now it's Vkusno & tochka. The golden arches are gone, the filet-of-fish is simply a fish burger. The Big Mac has left Russia.

The fortunes of the revamped chain, which McDonald's sold when it exited the country over the conflict in Ukraine, could provide a test of how successfully Russia's economy can become more self-sufficient and withstand Western sanctions. Vkusno & tochka's menu was smaller and did not offer the Big Mac and some other burgers. A double cheeseburger was going for 129 roubles compared with roughly 160 under McDonald's and a fish burger for 169 roubles, compared with about 190 previously.

"Our goal is that our guests do not notice a difference either in quality or ambience," Paroev told a media conference in the restaurant. He said the chain would keep "affordable prices" but did not rule out slight rises in the near term. Alexander Govor, the new owner of the chain, said up to 7 billion roubles would be invested this year in the business, which employs 51,000 people.

 

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