Russians love their McDonald’s rebranding

McDonald’s may not be in Russia, but locals love the company’s rebranding.

British “Daily Mail” report Vkusno & Tochka gets record burger sales – or “Tasty and That’s it”.

“On the first day, we sold almost 120,000 burgers,” CEO Oleg Paroev told the Daily Mail. “We’ve never seen such a daily turnover in the whole of McDonald’s work in Russia.”

McDonald’s sold all of its restaurants to a Russian-based licensee in May in response to the country’s invasion of Ukraine earlier this year. 50 locations of Vkusno & Tochka officially reopened in the Moscow region from June 12 to 13.

The initial excitement will have to overcome some long-term challenges. Staples like Big Macs and McFlurrys are no longer on the menu, and recipes for other products need to be changed.

The rebrand also means Vkusno & Tochka loses rights to McDonald’s trademark and intellectual property, so when stores reopen, customers will see new logos, packaging and color schemes.

But that hasn’t stopped some former franchisees from keeping the familiar golden arches on their wrappers or selling the Big Mac under a different name.

While using the U.S. company’s brand is illegal under Russian law, Vkusno & Tochka owner Alexander Govor is still trying to persuade some of the roughly 100 remaining former franchisees to join his new brand. They are mainly concentrated in railway stations and airports, Mr. Paroev said.

The Daily Mail reports that Mr Gowall has bought around 700 restaurants. Mr. Paroev said he hopes to reach Mr. Govor’s goal of 1,000 stores four to five years ahead of schedule.

McDonald’s has about 850 stores in Russia.

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