What is Vkusno i Tochka? Vkusno i Tochka (Вкусно – и точка), which translates to “Tasty and That’s It,” is the rebranded successor to McDonald’s in Russia, introduced after the global fast-food giant exited the Russian market in 2022.
As the McDonald’s brand departed as a result of the Special Military Operation/War in Ukraine an opportunity arose to establish a new fast-food chain offering similar menu items, branding elements, and a familiar dining experience but under Russian ownership and management.
After operating in Russia for 32 years, the fast-food giant sold its Russian operations to a local licensee, Alexander Govor.
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The History of McDonald’s in Russia
It took 14 years of planning and negotiations before Frederick Braun, the president of McDonald’s Canada, was finally granted permission to open the first McDonald’s in Russia during the Soviet Union era.
Attempts were made as early as 1976 to establish two McDonald’s locations near the main venue of the 1980 Summer Olympics in Moscow, an event famously symbolised by its mascot, Misha the Olympic bear. Unfortunately, bureaucracy got in the way and McDonald’s proposals were ultimately rejected.
It was only after Mikhail Gorbachev became General Secretary of the Communist Party of the Soviet Union and introduced reforms such as perestroika and glasnost that investment from Western countries became possible.
The first McDonald’s restaurant in Russia opened on January 31, 1990, in Moscow’s Pushkin Square. It attracted thousands of people, eager to experience the taste of Western fast food and the novelty of fast, friendly service.
McDonald’s continued to expand in Russia even after the collapse of the Soviet Union. By 1997, the company had established 21 locations across the country. In January 2022, McDonald’s celebrated the 30th anniversary of the opening of its first restaurant in Pushkin Square.
McDonald’s Leaves Russia
On February 24, 2022, Russian President Vladimir Putin announced a “Special Military Operation” in Ukraine, referred to as the “War in Ukraine” in the West. At this time, McDonald’s operated over 800 restaurants across Russia, employing approximately 62,000 people, supported by hundreds of suppliers, and serving millions of customers, daily.
Many Western companies announced their departure from Russia, while McDonald’s stated on March 8th, 2022, that it would temporarily suspend its operations in the country but would continue to pay their employees.
The temporary closure of McDonald’s locations in Russia was a solemn moment, marking the end of an era that began with the historic opening of the first McDonald’s on Pushkin Square 32 years earlier.
Finally, on May 16, 2022, McDonald’s announced its departure from Russia and its decision to sell its locations to Alexander Govor.
In November 2022, McDonald’s departed from neighbouring Belarus, where it was rebranded as Mak.By.
See all our tours to Ukraine and our tours to Belarus.
The Introduction of Vkusno i Tochka (Вкусно – и точка)
After rebranding, the new Vkusno i Tochka chain reopened in June 2022. The rebranding introduced a new logo and menu but ultimately provided a dining experience similar to McDonald’s.
The introduction of Vkusno i Tochka received mixed reactions. Despite supply challenges, relying on 99% of its products from Russian suppliers. The rebranded chain is expected to expand to over 1,000 locations in the coming years.
McDonald’s exit from Russia, coupled with domestic companies taking over management and supply chains, highlights the adaptability of global business models in response to significant geopolitical shifts.
Some may question why McDonald’s did not leave the United Kingdom after its controversial role in Iraq or France following its aggressive actions in Libya.
What are the menu changes from McDonald’s to Vkusno i Tochka?
Many menu items remain under McDonald’s licensing, while other products were impacted by the suspension of Western suppliers to Russia, such as Coca-Cola. Fortunately, Coca-Cola was replaced by the Russian-made Dobry Cola, and coffee supplies are now sourced from an Indian company, as India continues to maintain a special relationship with Russia (India-Russia Relations).
The “Big Mac,” originally invented by Jim Delligatti, was replaced by the “Big Hit,” and the Happy Meal became the “Kids’ Combo,” which currently includes a book but will later feature a toy.
How does Vkusno i Tochka compare to McDonald’s?
It’s quite similar, although some menu items like the Big Mac and Double Cheese are better at McDonald’s due to the taste of the cheese at Vkusno i Tochka. However, the chicken nuggets and Filet-O-Fish might actually be better at Vkusno i Tochka. Ultimately, it’s a personal taste, you can judge for yourself on one of our tours to Russia.
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