It might look and smell like McDonald’s but now it’s Vkusno & tochka. The golden arches are gone, the filet-of-fish is simply a fish burger. The Big Mac has left Russia.
A new era for Russia’s fast-food and economic scene dawned on Sunday as McDonald’s restaurants flung open their doors in Moscow under new Russian ownership and with the new name, which translates as “Tasty and that’s it.”
The fortunes of the revamped chain, which McDonald’s sold when it exited the country over the conflict in Ukraine, could provide a test of how successfully Russia’s economy can become more self-sufficient and withstand Western sanctions….