Factbox: What's in a name? Rebranded McDonald's outlets open in Russia
People gather near the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022. The famous Golden Arches have been taken down and replaced with a new logo, resembling a letter "M", comprising two fries and a hamburger patty against a green background. Chief executive Oleg Paroev said the new company had settled on the new name - a closely guarded secret - only the day before the launch. There was some speculation on social media about how best to translate the new name into English. "Vkusno & tochka" reopened on Sunday in Pushkin Square in what was McDonald's first restaurant in Soviet Moscow in 1990, when it sold as many as 30,000 burgers, but the queue outside the restaurant was much smaller than three decades ago. The chain will keep its old McDonald's interior but will remove any trace of its former name.
Initially 15 rebranded restaurants will open in and around the capital and another 200 restaurants by end-June and all 850 by the end of summer, executives said on Sunday. The new owner said up to 7 billion roubles ($126 million) will be invested this year in the business, which employs more than 50,000 people. McDonald's flagship Big Mac and other burgers and desserts such as McFlurry are missing, but other popular items are on a smaller menu selling at slightly lower prices. Most ingredients come from within Russia, but some items weren't immediately available due to logistical difficulties and because some suppliers have left Russia. Siberian businessman Alexander Govor has taken over the franchise operation through his firm GiD LLC. McDonald's will have an option to buy its restaurants in Russia back within 15 years, Russian authorities have said.
Govor told reporters on Sunday the price he paid was "far lower than market price" and had been a "symbolic" figure. Russia and Ukraine accounted for about 9%, or $2 billion, of McDonald's revenue last year. He was appointed Russia McDonald's CEO in February, weeks before Moscow sent tens of thousands of troops into Ukraine on Feb. Govor will retain the chain's tens of thousands of employees for at least two years, the U. Reporting by Reuters Compiled by Josephine Mason Editing by Pravin Char and Frances Kerry
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