‘Tasty And That’s It’: Russia’s Fast-Food Brand Replacing McDonald’s

Photo courtesy: ANI

New Delhi: After 30 years of operating in the country, fast-food giant McDonald’s exited Russia last month in protest against the invasion of Ukraine. Not to be defeated, Russia launched its substitute, “Vkusno i Tochka” which in English means “Tasty and That’s It” on June 12.

The slogan of the newly opened food venture reads: “The name changes, love stays.”

“Our goal is that our guests do not notice a difference either in quality or ambience,” Oleg Paroyev, the CEO of Vkusno i Tochka, was quoted as saying by The Quint.

Company officials said the composition of its burgers will be the same as that of McDonald’s, and even the equipment used by the latter will remain the same. Unfortunately for Vkusno i Tochka, one protester disrupted the unveiling, shouting “bring back Big Mac!”

McDonald’s became one of the biggest global brands to leave in response to Russian President Vladimir Putin’s actions. Around 84 per cent of its almost 850 restaurants are to be sold to a local buyer who will not be permitted to use the McDonald’s name, logo, branding, or menu, the report added.

“The humanitarian crisis caused by the war in Ukraine, and the precipitating unpredictable operating environment, have led McDonald’s to conclude that continued ownership of the business in Russia is no longer tenable,” read a part of the company’s statement announcing the exit.