Historians do not fully agree on the starting and end of the «cold war», but the period is generally considered to span from the announcement of the Truman Doctrine on 12 March 1947 to the dissolution of the Soviet Union on 26 December 1991.
At the end of the cold war, corporations rushed into Russia and opened their businesses, and one of them was McDonald`s. They opened their first restaurant in Pushkin Square in Moscow on January 31, 1990. The same day they opened, thousands were lined up to try the new tasty burgers. And that ladies and gentlemen were synonymous with Capitalism, and its arrival symbolized Soviet Union`s impending demise. On May 16, 2022, McDonald`s announced that it was leaving Russia.
Now, McDonald`s is selling all of its 850 restaurants in Russia after Vladimir Putin invaded Ukraine. After 80 years of socialism, people in Russia rushed to McDonald`s and the American culture. The new Western way of eating. But now people in Russia rush to the new Russian burgers at the new Russian fast-food chain called Vkusno & Tochka, which means «tasty and that`s it».
Founded by businessman Alexander Govor, who acquired all the restaurants for an undisclosed sum. But he said he paid «far lower than market price.» Govor has been a McDonald`s franchisee since 2015 when he agreed to open 20 restaurants through his business GiD LLC.
Govor also made a lot of money in mining and oil refining in Siberia. He made his wealth in the coal business as co-owner of the coal mining company Yuzhkuzbassugol, in his hometown of Novokuznetsk. He bought the mine together with Evraz during liberalization in the 1990s under President Boris Yeltsin.
Evraz bought out Govor from the company, and one of the owners is Russian billionaire Roman Abramovich (Chelsea FC).
When McDonald`s opened their first restaurant in Russia, it had this slogan: «If you can`t go to America, come to McDonald`s in Moscow.» That slogan is over and out, and in comes Vkusno & Tochka`s new slogan; «The name changes – love stays».
Most of the things in the restaurants are similar to McDonald`s. The same quality, and taste. The same equipment and the same double cheeseburgers. The difference is that most of the money goes to Russia. Not America anymore.
Many people in Russia wanted to take part in the opening of the new fast-food chain, and the rebranding marked a new era in Russia on Sunday last week. The last big mac has finally left Russia.
Govor will pay about 60,000 Russian McDonald`s employees for the next two years, according to the agreement with McDonald`s. In the same agreement, he also agreed to pay suppliers and landlords.
Govor`s company will invest 7 billion rubles ($125 million) into the new business in 2022.
By the way: McDonald`s has the right to buy back its restaurants within 15 years, but «they made it clear to me that they would not buy back», Govor said. Really?
The S&P 500 plummeted -by 3,88% on Monday, but shares of Mcdonald’s outperformed the market, jumped +0,39% and closed «only» $32 below its 52-week high at $271,15.