Rebranded Russian McDonald’s CEO Unhappy Franchises Still Using Branding


  • A few of McDonald’s former Russian franchisees are nonetheless the usage of its branding.
  • “In fact we aren’t glad about this,” Oleg Paroev, the CEO of Vkusno & tochka, instructed Reuters.
  • Vkusno & tochka has changed lots of the McDonald’s eating place, and has a distinct emblem and menu.

Some former franchisees of McDonald’s Russian eating places are nonetheless the usage of its branding – and the CEO of the chain that took over lots of the websites is not glad about it.

Russian businessman Alexander Govor purchased nearly all of Russia’s McDonald’s eating places after the burger large hand over the rustic following its invasion of Ukraine. The eating places started reopening on June 12 with a new menu, emblem, and title – Vkusno & tochka, which interprets as “tasty and that is the reason it.”

“We do not need the correct to make use of some colours, we do not need the correct to make use of the golden arches, we do not need the correct to make use of any point out of McDonald’s,” new proprietor Govor instructed Reuters.

Although Vkusno & tochka nonetheless makes use of the similar components and gear to make dishes, there are some main adjustments.

The Large Mac has been taken off the menu, branded packaging has been scrapped in large part in want of simple packing containers and bigs, and the brand, whilst nonetheless reminiscent of an “M,” has modified dramatically.

McDonald's Russia food on a tray with an arrow pointing to the sauce packet

Former McDonald’s shops in Russia rebranded so briefly that some resorted to scribbling McDonald’s emblem off sauce packets.

Kirill Kudryavtsev/AFP by the use of Getty Photographs


However the similar is not true of the entire former McDonald’s franchise eating places. Although the majority of McDonald’s eating places in Russia had been owned through the corporate, round 100 had been owned through franchisees. A few of these places are proceeding to promote Large Mac burgers underneath a distinct title and are the usage of packaging and digital displays with McDonald’s branding, Reuters reported.

“In fact we aren’t glad about this,” Oleg Paroev, the CEO of Vkusno & tochka, instructed Reuters. However although proceeding to make use of McDonald’s emblem violates Russian regulation, Vkusno & tochka has no rights to the logo so can not take felony motion, he stated.

Paroev stated that round 100 of McDonald’s former Russian eating places hadn’t been purchased through Govor. He stated that Vkusno & tochka had recommended that the previous franchisees sign up for the brand new emblem, and that one had already agreed.

In contrast to Vkusno & tochka, the ex-franchisees not have get right of entry to to McDonald’s previous providers, Paroev stated.

“It is a thriller to me what merchandise are bought there,” he instructed Reuters, talking about eating places in educate stations and airports. “However I will say with sure bet that it’s completely now not the similar merchandise or components that had been in the past bought at McDonald’s.”

Paroev instructed Reuters that Vkusno & tochka bought a file 120,000 burgers on its opening day and that the chain deliberate to open 1,000 eating places inside the subsequent 5 years.



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