More than 800 McDonald’s restaurants in Russia are set to undergo a rebrand
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Instead of biting into a Big Mac from McDonald’s, Russians may soon be queuing up to enjoy the taste of a patriotic ZBurger.
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The American chain pulled out of Russia in March following the invasion of Ukraine and its 850 restaurants are now poised to undergo a rebrand after being bought by Russian businessman Alexander Govor this week.
Many Russians don’t seem too enthusiastic about losing their Big Macs and apple pies — video footage showed hundreds of people in Moscow queuing up for a final taste, echoing images of huge crowds when the first McDonald’s opened there at the end of the Cold War.
But Russia’s Ministry of Trade pushed ahead with an informal consultation on how to rebrand the restaurants regardless.
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Among the patriotic suggestions from members of the public were ZBurger — referencing Russia’s main battle group insignia — and Rusburger.
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“This was a great brainstorm! Thanks for taking part,” the Russian Ministry of Trade wrote following the online discussion. “We will give the most creative ones to the Russian owner.”
On social media, some users gloomily predicted that McDonald’s classic menu items would be replaced by more traditional Russian options such as borscht.
Govor, a Russian businessman who owns a refinery in Siberia and a network of medical centres, bought the McDonald’s restaurants in Russia on the condition that he would ditch the “Golden Arches” logo.
McDonald’s opened its first restaurant in Russia in Moscow’s Pushkin Square in 1990, an event that quickly became regarded as one of the defining moments of US consumerism’s triumph over its pallid Soviet rival.
Most Western companies have pulled out of Russia since President Vladimir Putin ordered an invasion of Ukraine on February 24th. Sanctions have made it difficult to operate and Russia’s pariah status also makes it bad PR.
McDonald’s announced in March that it was closing its directly controlled restaurants in Russia, including its famous Pushkin Square branch, but its franchised stores have remained open until now.
