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The first rebranded former McDonald’s just opened in Russia — see how it compares to the real Golden Arches

Photo by Semen Vasileyev/Anadolu Agency via Getty Images

  • McDonald’s pulled out of Russia amid the war with Ukraine, and sold its restaurants.
  • The first rebranded location just opened under a new name, with new logos and uniforms. 
  • The menus and restaurants are mostly the same, with slightly different branding. 

The first rebranded McDonald’s just opened in Moscow on Sunday after the fast food giant pulled out of the country.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.

REUTERS/Evgenia Novozhenina

Source: Insider

Ownership changed hands after all restaurants were purchased by Russian businessman Alexander Govor, but the experience seems to have stayed mostly the same.Alexander Govor McDonald's Russia

REUTERS/Evgenia Novozhenina

Source: Insider

The changes are mostly superficial, limited to signs, logos, and uniforms.Alexander Govor, owner of the new restaurant "Vkusno & tochka" that opens following McDonald's Corp company's exit from the Russian market, and other participants cut the ribbon during a ceremony in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

All McDonald’s logos were removed from buildings…A worker dismantles the McDonald's logo in RussiaA worker dismantles the McDonald’s Golden Arches while removing the logo signage from a drive-through restaurant of McDonald’s in the town of Kingisepp in the Leningrad region, Russia June 8, 2022.

REUTERS/Anton Vaganov

…and replaced with the new logo for Vkusno & tochka, or “Tasty and that’s it.”A red circle and two yellow lines on a green backgroundThe logo of the new restaurant chain in Russia that is taking over former McDonald’s sites.

Handout via REUTERS

Source: Insider

The biggest changes are to signs and displays, which used to prominently say McDonald’s and show the iconic golden arches.mcdonald's russiaPeople walk past a closed McDonald’s restaurant in Moscow, August 20, 2014.

REUTERS/Tatyana Makeyeva

When they were still officially McDonald’s restaurants, they featured ordering kiosks beneath prominent McDonald’s logos.Russia McDonald's

Photo by Oleg Nikishin/Getty Images

Photos from the newly reopened location look nearly exactly the same, just with different logos on the signs.The first renamed McDonald's has opened in Moscow.The first renamed McDonald’s has opened in Moscow.

Getty Images

The kiosks even have the new logo on their screens, though they remain otherwise nearly the same.Customers choose food and drinks at the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

When the restaurant was McDonald’s, it sold Big Macs, fries, McNuggets, and other McDonald’s staples.Russia McDonald's

Photo by Oleg Nikishin/Getty Images

The new menu still has cheeseburgers, nuggets, and fries.A customer holds a dog while having a meal at the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Source: Insider

The paper bags and cups used to come covered in McDonald’s logos.Russia opens first McDonald's 1990

Rudi Blaha/AP

Now, food at the rebranded restaurant comes in different packaging, though it’s still in similar colors.An employee places burgers at the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Some logos weren’t changed over yet, leaving workers to cover McDonald’s logos on sauce packets with black pen.McDonald's Russia food on a tray with an arrow pointing to the sauce packet

Kirill Kudryavtsev/AFP via Getty Images

Source: Insider

There’s no Filet O’Fish on the menu, but the new restaurant does sell a fish burger that’s similar.Customers pictured eating at the rebranded McDonald's flagship store in MoscowThe rebranded McDonald’s opened its first flagship store in Moscow on Sunday.

Reuters

“The Big Mac is the story of McDonald’s. We will definitely do something similar,” new owner Alexander Govor said. “We will try to do something even better so that our visitors and guests like this dish.”People visit the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Source: Insider

The rebranded restaurants will no longer serve Coca-Cola because the company isn’t operating in Russia.Rebranded McDonald's Restaurants Reopen In Russia

Tian Bing/China News Service via Getty Images

Most of the menu is made with the same ingredients and equipment as when it was McDonald’s.Rebranded McDonald's Restaurants Reopen In Russia

Tian Bing/China News Service via Getty Images

98% of ingredients for menu items are sourced from Russia, CEO of Vkusno & tochka Oleg Paroev told Reuters.RUSSIA-MOSCOW-MCDONALD'S SUCCESSOR-OPEN

Alexander Zemlianichenko Jr/Xinhua via Getty Images

Worker uniforms have also changed.McDonald's Russia

Photo by Semen Vasileyev/Anadolu Agency via Getty Images

The new uniforms share the colors of the logo.An employee takes part in preparations before the opening of the new restaurant "Vkusno & tochka" following McDonald's Corp company's exit from the Russian market in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Many of the workers themselves are the same ones who used to serve Big Macs and Filet O’Fish.An employee cooks fries at the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Govor agreed to employ and continue paying the roughly 60,000 Russian McDonald’s employees for two years.A customer seen ordering and paying for food.Vkusno & tochka aim to open all 850 stores by the end of summer.

Reuters

Vkusno & tochka plan to reopen 200 former McDonald’s restaurants by the end of June, with all 850 running by the end of summer.People visit the new restaurant "Vkusno & tochka", which opens following McDonald's Corp company's exit from the Russian market, in Moscow, Russia June 12, 2022.

REUTERS/Evgenia Novozhenina

Do you have a story to share about a retail or restaurant chain? Email this reporter at [email protected].

“Our goal is that our guests do not notice a difference either in quality or ambiance,” Paroev said.RUSSIA-MOSCOW-MCDONALD'S SUCCESSOR-OPEN

Vlad Karkov/SOPA Images/LightRocket via Getty Images


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