JAKARTA - Russians lined up at Moscow train stations on Tuesday to enjoy their last Big Mac, from one of the few McDonald's fast food outlets still open in the country.
The world's largest burger chain is shutting down its business in Russia after more than 30 years, becoming one of the biggest global brands to leave following Moscow's actions in Ukraine.
The exit of McDonald's ended a chapter in the company's American history, which began when it served its burgers in Russia as a symbol of American capitalism.
The company has decided to temporarily close its restaurants in the country in March. Including the iconic Pushkin Square location in downtown Moscow, which broke global records when it opened on January 31, 1990, as more than 30.000 people queued around the block to buy a Big Mac for 3 rubles.
"McDonald's is operating in several places now," said Irina, 32, who was queuing at the branch at Moscow's Leningradsky Station, from which trains head north to St. Petersburg, reported Reuters May 17.
"I miss McDonald's, so when I go to St. Petersburg, I stop by and treat myself to a Big Mac."
McDonald's plans to sell 84 percent of its nearly 850 restaurants in Russia to local buyers. The future of the remaining restaurant, which is operated by the franchisee, is unclear.
The new owner will not be permitted to use the Mcdonald's name, logo, brand, and menu. That has some Russians worried about the quality going downhill.
"I read yesterday that McDonald's will be closing soon and opening with a new name, so I rushed here today to grab my favorite cheeseburger, milkshake, and chips," said Alla, 21.
"What if the quality deteriorates after the rebranding?" he asked.
While on the other hand, franchise restaurants remain open and have increased business since McDonald's closed its outlets.
"In accessible locations in central Moscow and St. Petersburg we are seeing increasing demand," the Rosinter Restaurants franchise said on Tuesday.
McDonald's will retain its trademark in Russia, which analysts say leaves the door open for returns. Meanwhile, the restaurant will begin reopening under new ownership and brands in June, said a source close to the company.
Apart in southern Russia and Siberia, several franchise outlets are still operating. A man from southern Russia drove two and a half hours to find an open restaurant, he said in an online review posted on Yandex on April 21.
"I came to this McDonald's mainly from Samara, it's 250km away. I remember the atmosphere and happily dived into it," wrote the user.
"The food and burgers are equally delicious and flavorful. Thanks for being relatively close," he continued.
VOIR éGALEMENT:
You know, McDonald's came to symbolize the melting of Cold War tensions and was a way for millions of Soviet citizens to sample Western food and culture, even though burgers cost several times more than the daily budget of many city dwellers.
In recent years, McDonald's has become one of the most affordable and quick lunch options in Russia. Based on The Economist magazine's Big Mac index, which shows purchasing power parity, the ruble was the most undervalued currency in early February 2022.
"Standing in line for a while is nothing to be afraid of, considering how long we stood in the 90s," recalls Ivan Tumanov, 45, who was also queuing at Leningradsk Station.
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