June 13, 2022, 03:27 AM
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McDonald's in Russia is now known as Vkusno & tochka.
The name change became official on Sunday, June 12, 2022 -- Russia Day, a patriotic holiday celebrating independence.
#UPDATE The restaurant that launched McDonald's in Russia in 1990, heralding Moscow's opening after decades of Soviet rule, reopened on Sunday with a new name and logo in a potent reminder of the upheaval sparked by the conflict in Ukraine https://t.co/63pxB1qz45 pic.twitter.com/BYOV4HVdBM
— AFP News Agency (@AFP) June 12, 2022
New name unveiled a day after logo made public
The new name was unveiled when the restaurants in Moscow under new Russian ownership opened their doors to the public.
https://twitter.com/ddi_twiter/status/1536007124731547648
The new logo, supposedly a burger with two fries, comes with a new slogan: "The name changes, love stays".
Will the new chain survive?
The fortunes of the chain could provide a test of how successfully Russia's economy can become more self-sufficient and withstand Western sanctions, Reuters reported.
Today | It's Russia Day 🇷🇺
— Sphithiphithi Evaluator (@_AfricanSoil) June 12, 2022
This is the new "McDonald's" 😉 in Moscow, opened today
Russia is moving; have their own brands food/products now, pulled out from many global organizations; strong currency and everyone is happy 🎊🥂 pic.twitter.com/P9qS25jn9u
Not as wildly received
Scores of people queued outside what was formerly McDonald's flagship restaurant in Pushkin Square, central Moscow, according to Reuters, but the crowd size was nowhere near the turnout when the real original McDonald's opened in 1990 during the Soviet era.
Stolen #McDonald's in Putin's #Russia is now called Vkusno and Tochka.Looks weird and bizarre!
— Cargo-200🇺🇦 (@RF200_NOW) June 12, 2022
And McDonald's sauces just crossed out the M with marker pen. 🤦♂️ pic.twitter.com/UKPbkFpnoi
The flagship Moscow restaurant is among 15 rebranded outlets opening in and around the capital on Sunday.
The company is planning to reopen 200 restaurants in Russia by the end of June and all 850 by the end of the summer, according to Reuters.
Smaller menu and cheaper
Vkusno & tochka's menu was also smaller and did not offer the Big Mac.
Some other burgers and desserts, such as the McFlurry, were also not available.
A double cheeseburger was going for 129 roubles (S$3.10) compared to roughly 160 roubles (S$3.85) under McDonald's.
A fish burger is now 169 roubles (S$4.07), compared to about 190 roubles (S$4.57) previously.
The composition of burgers has not changed, and the equipment from McDonald's has remained, a worker told Reuters.
https://twitter.com/PelmeniPusha/status/1535832369038598144
Packaging not ready, taste roughly the same
Much of the packaging was plain white, as were drink cups, while takeaway bags were plain brown, Reuters reported.
several dozen people turned up at the flagship (?) Moscow location for the grand opening today. the logo on the facade is: "The name has changed, the love hasn't" pic.twitter.com/8wQ9wziIMb
— Mike Eckel (@Mike_Eckel) June 12, 2022
The old McDonald's logo on packets of ketchup and other sauces was covered over with makeshift black markings.
Ahead of today's opening of Russia's rebranded McDonald's:
— Francis Scarr (@francis_scarr) June 12, 2022
"Dima, have you got a marker pen? Your job today is to cross out the M on all the sauces we've got left" pic.twitter.com/c6dPRGQIhB
The taste, according to consumers, has remained largely the same.
Man asked for Big Mac
A man was escorted out by restaurant staff following a press conference during the reopening after he stood in front of the cameras holding a sign that read, "Bring back the Big Mac".
Protesters guy who wants to return the real McDonald's. 😂😂😂👻#StopWarInUkraine #StopWar pic.twitter.com/t2PRUL3wFW
— Casper (@CasperSerg82) June 12, 2022
Top photo via @ddi_twiter
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