China News Service, June 13th. According to a comprehensive report, on the 12th local time, the first batch of 15 stores of "McDonald's in Russia", which was renamed after the acquisition by a local Russian company, opened.
On June 12, 2022, customers line up outside the reopened Russian version of McDonald's "that's just so delicious".
"It's a pleasure to introduce our new name - 'It's so delicious'," said Paloev, CEO of the restaurant chain, at the opening ceremony.
Not long ago, "It's So Good" released a new logo, replacing McDonald's golden "M" with "one burger and two fries."
Reopening with a makeover, long queues at the door
The opening time of the first batch of new stores was selected on June 12, Russia's National Day; the address of the flagship restaurant was selected near Pushkin Square in Moscow, which is also the place where the first McDonald's opened in Russia more than 30 years ago.
As it was more than 30 years ago, there is an early queue outside the restaurant.
In addition to curious customers, the opening event also attracted various media - CNN, BBC, France 24 TV, etc. all rushed to the scene at the first time, wanting to know the Russian version of McDonald's How to "makeover" and reopen.
Data map: The new logo of "McDonald's in Russia".
The first visitors arrived at 9 a.m., and by noon there was a long queue in front of the restaurant, which has a capacity of about 600 people.
After waiting more than two hours, the first customers can finally enter the store.
The self-service ordering machine and the counter were crowded with people, and the ordering machine even had a system crash at one point.
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According to the introduction of the Russian "Commercial FM" reporter, there are usually only 300 employees in the Pushkin Square store. On this day, additional staff were dispatched from other restaurants, and about 500 people joined the work.
"The name has changed, but the love is still there"
"It tastes the same, or even better." According to the TASS news agency, many of the first customers who visited the store were satisfied with the taste of the Russian version of McDonald's.
Customers and people waiting in line outside the window of the flagship store of the Russian version of McDonald's in Pushkin Square, Moscow, on June 12, 2022.
Although the classic "Big Mac" burger and "Mc Whirlwind" ice cream have disappeared from the menu, the pure white food packaging is slightly monotonous, but it does not prevent everyone from eating the familiar taste.
"I bought fries, chicken nuggets and latte. The taste has not changed, nothing has changed, and the quality is online." A customer commented.
The price of meals in the new store has not changed much: a waffle cone for 39 rubles, tea for 55 rubles, a double-layer burger for 348 rubles, and two sets of about 600 rubles... Paloev said, continue to do "the most The "approachable" brand is the chain's goal.
On June 12, 2022, a customer brought a puppy to dinner at the flagship restaurant of McDonald's in Moscow, Russia.
In addition, for many customers, McDonald's is not only a popular fast food restaurant, but also a place to hang out with friends.
Lydia, a visitor on the first day, said with emotion, "I miss this atmosphere, this kind of place where everyone can sit together and chat."
In addition to quality, the same is the staff.
Svetlana, who has worked at McDonald's for 13 years, said no one has quit and everyone is happy to be back at work. "Nothing has changed except the letter 'M' from the hat has been removed. We have always been able to get Salary, even a bonus. I'm happy to be back, I'm used to working here."
Same taste, same location, same staff.
Everything is just like the slogan on the outer wall of the Russian version of the McDonald's flagship store in Pushkin Square: "The name has changed, but the love is still there."
Small goal: localized menus for thousands of stores
In addition to continuing to maintain the quality of meals and a good atmosphere, Govor, the Russian businessman who bought McDonald's business in Russia, seems to have more "small goals".
Data map: Russian businessman Alexander Govor.
The new owner of the restaurant chain said that, following the first batch of 15 restaurants, 50 branches will be opened in Moscow and surrounding areas within a week, and by the end of June, 200 are expected to open "just so delicious", in one and a half to two Within a month - resumed operations in 850 stores nationwide and intends to expand the new brand to 1,000 stores.
In terms of capital, it plans to invest 7 billion rubles for enterprise development this year, and the total number of employees is expected to reach 51,000.
In addition, Govor announced plans to "localize" the menu.
He said the chain's strict standards previously did not allow it, but after "freeing your hands", you will be able to try various options.
"Introduce spicier dishes near the Caucasus, Siberia, and in the middle - softer tastes."
One month after McDonald's high-profile "withdrawal from Russia", the Russian version of McDonald's changed its doors and set sail again relying on its localization advantages.
Behind the familiar taste is a market that is still full of vitality. As Moscow Mayor Sergei Sobyanin said, "withdrawing from the Russian market is a loss for McDonald's."