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'Tasty, period': McDonald's in Russia reopens as Vkusno i Tochka

US fast-food giant withdrew from Russia in wake of Ukraine war

Elena Teslova   | 12.06.2022
'Tasty, period': McDonald's in Russia reopens as Vkusno i Tochka People visit former US fast food-chain McDonald's restaurant during its reopening under a new name Vkusno i Tochka, which translates as "Tasty, period in Moscow, Russia on June 12, 2022. ( Evgenii Bugubaev - Anadolu Agency )

MOSCOW

The US fast food-chain McDonald's reopened in Russia on Sunday under the new name Vkusno i Tochka, which translates as "Tasty, period."

The burger giant had suspended operations of all its 850 restaurants in Russia over the war in Ukraine in March, and announced a full exit in May.

The chain was sold to businessman Oleg Govor, a local licensee since 2015, who now plans to reopen all its restaurants by the end of summer and expand the new brand to 1,000 locations across the country within two years.

All employees have been retained, and initially 15 rebranded restaurants have opened in and around the capital Moscow.

A range of ice creams and burgers are still on the menu, but the prefix "Mc" or "Mac" has been removed because they refer directly to McDonald's. Filet-O-Fish is now simply called Fishburger, and there is no Big Mac.

Meanwhile, the iconic "Golden Arches" have made way for a new logo comprising two fries and a hamburger patty on a green background.

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