Russia has unveiled its rebrand of the former McDonald’s restaurant franchise, and we’re not loving it.
The former McDonald’s restaurants‘ new owner, Alexander Nikolaevich Govor, announced on Sunday that he will reopen the fast food chain as Vkusno & Tochka, which translates to “Tasty and that’s it.” The restaurant chain will also adopt a new logo inspired by the chain’s main food products: two potato fries hanging over a hamburger bun.
“If you recall, in May, McDonald’s announced they were removing their businesses from Russia. I am very proud that they chose me to continue developing this business. That means the company views me as someone who fully shares all the principles of business and values of McDonald’s,” Govor said at a press conference.
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At least 200 of the 850 branches left by the company upon its departure will be reopened by the end of June, according to a press release. And that will not be the end, according to the owner. “I won’t hide the fact that I am an ambitious man, and so I am not just going to simply open up all 850 restaurants, but I am going to develop new ones as well,” Govor said.
The rebranding announcement coincided with Russia Day, a holiday marking the country’s independence, according to CNN. The reopening also took place in Moscow’s Pushkinskaya Square, where the first Russian McDonald’s was opened on Jan. 31, 1990.
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McDonald’s temporarily closed its 850 Russian branches on March 8 due to the invasion of Ukraine. That closure led to the company losing millions and eventually the decision to sell the branches to Govor.
