Tasty name but no Big Mac: Russia opens rebranded McDonald's restaurants

Rueters ^ | June 12, 2022

[BenLurkin]

It might look and smell like McDonald's but now it's Vkusno & tochka.

A new era for Russia's fast-food and economic scene dawned on Sunday, as McDonald's (MCD.N) restaurants flung open their doors in Moscow under new Russian ownership and with the new name, which translates as "Tasty and that's it".

The unveiling of the rebranded outlets, more than three decades after the American burger giant first opened its doors in Moscow in a symbolic thaw between East and West, is once again a stark sign of a new world order. The reopenings took place on Russia Day, a holiday celebrating national pride.

On Sunday, scores of people queued outside what was formerly McDonald's flagship restaurant in Pushkin Square, central Moscow.

Vkusno & tochka's menu was smaller and did not offer the Big Mac and some other burgers and desserts, such as the McFlurry. A double cheeseburger was going for 129 roubles ($2.31) compared with roughly 160 under McDonald's and a fish burger for 169 roubles, compared with about 190 previously.

The composition of burgers has not changed and the equipment from McDonald's has remained, said Alexander Merkulov, quality manager at the new company.

Russian authorities have said the U.S. group has the right to buy back its restaurants within 15 years - though Govor poured cold water on that possibility.

"They made it clear to me that they would not buy back," Interfax quoted him as saying.

McDonald's, which has said that Govor will retain the chain's tens of thousands of employees for at least two years, was not immediately available to comment further about the terms of the sale or its future Russian intentions.

[BenLurkin]

""Our goal is that our guests do not notice a difference either in quality or ambience,"

Because when we think of McDonalds, "quality" and "ambiance" are the first two words that come to mind.

[Sacajaweau]

That was one happy crowd in that place.

[Does so]

McDonald’s making Russian capitalists!

[Apparatchik]

[SamAdams76]

"Tasty and That's It"

They could name the restaurants that here too. No nutrition but tasty.

[OrangeHoof]

Comrade McDonatskyev

[Secret Agent Man]

McPutins

[Honorary Serb]

I’ll bet the food tastes better!!!!

[glorgau]

They can call it “La Royele “

[Sarcazmo]

For some reason, this just doesn’t bother me. I guess it should, but it doesn’t.

One thing the poor ‘ol Russians won’t get to partake in is pride burgers and having transgenders serve them at the drive through every June.

But you know what? Those A-holes shoulda thought about that before they screwed with McDonalds HQ!

[thecodont]

I’d like to see the menu.

[ValleyofHope]

Вкусно точка
I translate that to “it’s tasty and that’s it”

[caww]

[Yardstick]

Vkusno & tochka
~~~~~~~~~~
Boris & Natasha’s

[lowbridge]

McDowellski

[caww]

Interesting that McDonald’s will have an option to buy its restaurants in Russia back within 15 years, Russian authorities have said.

[Mount Athos]

Same menu as before but without big mac or mcflurry.
Prices somehow 20% cheaper

[BobL]

People who have been there tell me their food tastes like the US McDonald’s of long-gone past, before the Left took control of what they could cook and how they could cook it.

[Dr. Sivana]

did not offer the [ . . . ] McFlurry.

At any given time 1/3rd of U.S. McDinald's don't offer them, either.

[Yardstick]

Wonder if they cook the fries in beef tallow like back in the day or flavored vegetable oil per the modern McD’s formula.