Fast Food is Fast Food is Fast Food

The US fast-food behemoth McDonald’s had announced on May 16 that it would exit the Russian market in the wake of Moscow’s intervention into Ukraine. 

On Sunday, McDonald’s restaurants reopened their doors in Moscow once again under new Russian ownership and a new name, “Vkusno-i tochka”.  

There was some speculation on social media about how best to translate the new name into English. “Tasty and that’s it” was broadly adopted, although another suggestion was: “Tasty. Full stop or period”. 

As well as a new logo, resembling the letter “M” and comprised of symbols that represent two fries and a hamburger against a green background. 

[Note: Siberian business magnate Alexander Govor has taken over the franchise operation through his firm GiD LLC. He has been a McDonald’s licensee since 2015 and had helped the chain expand into remote Siberia, where he operated 25 restaurants. 

McDonald’s will have an option to buy back their restaurants in Russia within 15 years, Russian authorities have said]. 

Initially, 15 rebranded restaurants will open in and around the Russian capital and another 200 restaurants by the end of June and all 850 by the end of summer, it is claimed. 

McDonald’s flagship Big Mac and certain other products (e.g. McFlurry) are missing – but other popular items like double cheeseburgers and chicken nuggets are on a smaller menu selling at slightly lower prices. 

Still, I don’t think Muscovites should have any reason to gripe because fast food is fast food is fast food!