Without Big Macs To McFlurry, McDonald's Substitute Outlets Start Operating In Russia, Residents: Same Taste, Different Coke

Ilustrasi Vkusno & tochka (Antara/Reuters/Evgenia Novoz)

JAKARTA - Vkusno & tochka started operating in Moscow, Russia, after the legendary brand McDonald's left, with residents unable to find familiar menus like Big Mac.

The opening of the renamed outlet, more than three decades after the American burger giant first opened its doors in Moscow in a symbolic thaw between East and West, is once again a clear sign of the new world order. The reopening took place on Russia Day, a holiday celebrating national pride.

The fate of the chain, which McDonald's sold when it left the country because of the conflict in Ukraine, could provide a test of how successfully Russia's economy can become more independent and withstand Western sanctions.

On Sunday, dozens of people queued outside what was once McDonald's flagship restaurant in Pushkin Square, downtown Moscow. The outlet wears a new logo, a stylish burger with two fries, plus the slogan: 'The name changes, love stays'.

The queues were significantly smaller than the thousands who flocked to the original McDonald's opening there in 1990, during the Soviet Union era.

"We need to avoid a drop in quality, so that everything stays as it was before, because we love McDonald's," said IT worker Sardana Donskaya, who queued 32 years ago to sample a brand that epitomizes Western capitalism, and returned Sunday to deliver her successor. June.

Vkusno & tochka's menu is smaller, not offering Big Macs and some other burgers and desserts, like McFlurry. However, the prices offered are also lower than before.

A cheeseburger with a double sells for 129 rubles, or about Rp. 32,717, compared to the McDonald's era which was around 160 rubles or the equivalent of Rp. 40,579. The fish burger sells for 169 rubles or around IDR 42,862, compared to the previous 190 rubles or IDR 48,188

The composition of the burgers has not changed and the equipment from McDonald's remains, says Alexander Merkulov, quality manager at the start-up.

Vkusno & tochka logo. (Wikimedia Commons/Vkusno&Tochka)

It is known that McDonald's closed its Russian restaurant in March before in mid-May it announced it had decided to leave the country, in one of the most notorious business moves since Russia sent tens of thousands of troops to Ukraine on February 24.

In a sign of the new owners' rush to rebrand in time for launch, most of the packaging for the fries and burgers is plain white, like drink cups. Meanwhile, takeaway bags are plain brown. The old McDonald's logo on packages of ketchup and other sauces is covered with a black emergency sign.

Sergei, a 15 year old customer, noticed little difference.

"The taste remains the same. The colas are different, but the burgers really haven't changed," he said as he ate the chicken burger and fries.

Moscow's flagship restaurant is one of 15 new outlets opening in and around the capital on Sunday. Oleg Paroev, CEO of Vkusno & tochka, said the company plans to reopen 200 restaurants in Russia by the end of June and 850 restaurants by the end of summer.

"For three months we didn't work. Everyone was very happy," said Ruzanna, manager of the Moscow branch which will open in July.

The chain will retain the old McDonald's interior but will remove any reference to its former name, said Paroev, who was appointed CEO of McDonald's Russia weeks before the Ukraine conflict began.

"Our goal is for our guests not to notice the difference in both quality and ambiance," Paroev explained at a press conference at the restaurant.

Siberian entrepreneur Alexander Govor, the new owner of the business, told Reuters they would launch something akin to McDonald's signature Big Mac.

"We don't have the right to use some of the colors, we don't have the right to use the golden arch, we don't have the right to use any mention of McDonald's."

"The Big Mac is the story of McDonald's. We will definitely do the same. We will try to make something even better so that our visitors and guests love this dish," he said.

He added that the majority of the ingredients used by his company came from Russia, only 2 percent did not, with the company looking for a new soft drink supplier.