Former McDonald’s restaurants in the Russian capital have reopened under a new name, Vkusno & tochka (“Tasty and that’s it”), in a rebranding intended to comfort Russians that they can continue to live western lifestyles – even if Big Macs are gone from the menu.
McDonald’s announced its exit from the Russian market in May, saying it would sell its 850 restaurants due to Russia’s invasion of Ukraine. It joined an exodus of western businesses from the Russian market amid sanctions and serious shortages in some sectors.
