Letter “M” remains on the brand – Executive Digest

A new name for the McDonald’s restaurant chain in Russia has been announced: Mc. In this way, the letter “M” may continue to be related to the brand.

According to the Russian newspaper ‘Izvestia’, which obtained the information through a source in the restaurant market, even the menus will remain as similar as possible to the classic menu of the North American chain, with only minor changes in the names of the dishes.

About the deal, the source explained to the Russian newspaper that “the American company has an option: in a few years it can buy back its assets”.

“About 600 McDonald’s restaurants were acquired” by Alexander Govor, “who previously operated 25 restaurants. Apparently, the company is interested in returning to Russia,” the source added.

It is recalled that the American fast food company announced last week that it was going to start the process of selling the business it has in Russia after 30 years of operating in the region, due to the invasion of Ukraine.

“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 sustainable, nor is it consistent with McDonald’s values,” the company said in a statement. of press.

In March, the company had already made the decision to temporarily close all restaurants in Russia, despite saying it would continue to pay employees. More recently, McDonald’s said its 2022 results included $127 million (about €119 million) in pre-tax operating expenses to support the company’s business in Russia and Ukraine.

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