Arthur Greene
Gone are the famous golden arches and Big Macs of McDonald’s. This weekend people in Moscow swarmed to try out its replacement, Vkusno & tochka (“Tasty, period”).
Along with many other Western businesses, McDonald’s suspended its operations in Russia soon after President Vladimir Putin commenced a bloody invasion of Ukraine in February.
The McDonald’s Corporation announced it would be selling all 850 of its branches. They were snapped up by Russian businessman Alexander Govor, who opened Vkusno & tochka’s first 15 chains in Moscow on Sunday.
“The name changes, the love remains,” reads the new restaurant’s slogan.
Even though its logo and name are different, the restaurant and its menu look very similar. Instead of a Fillet ‘o’ Fish, diners can eat a fish burger. Instead of a Royal Burger, there’s a Grand.
The restaurant’s executives are surprisingly honest about this.
“Our goal is that our guests do not notice a difference either in quality or ambience,” said Oleg Paroev, the restaurant’s chief executive.
Govor was even more brazen. “We don’t have the right to use some of the colours, we don’t have the right to mention McDonald’s by name,” he told the media.
The open attempt to replicate the restaurant demonstrates the increasing cultural isolation of Russia from the West.
When McDonald’s first opened in Russia more than 30 years ago, it was an historic moment. The Cold War between Russia and the US had just been brought to an end, heralding the streaming of American culture into Russia.
McDonald’s exit, and Vkusno & tochka’s introduction, marks a new period of isolation between the two powers.
