With the chips down for Ronald, Moscow hopes fans will be lovin’ Tasty
Opening of 15 rebranded McDonald’s in Russia could test its economic success in becoming more self-sufficient
McDonald’s restaurants flung open their doors in Moscow again on Sunday under new Russian ownership and a new name: Vkusno & tochka, which translates as “Tasty and that’s it”.
The new, post-war dawn for Russia’s fast-food scene will initially see 15 rebranded restaurants open in and around the capital after the US fast-food king turned its back on the country for ethical reasons over the invasion of Ukraine.
The reopening of the outlets, three decades after McDonald’s first opened in Moscow in a symbolic thaw between East and West, could provide a test of how successfully Russia’s economy can become more self-sufficient and withstand Western sanctions...