A New “McDonald's” in Russia - Vkusno & Tochka

Source: Wikipedia.com

Not too long ago, McDonald’s (like many other companies) stopped its operations in Russia due to the country’s invasion of Ukraine.

Well yesterday on Russia Day (a national holiday), an independent business person opened up 15 restaurants in their place under the brand name Vkusno & Tochka which translates in English to “tasty and that’s it.” While the initial opening only included the 15 locations, plans are under way for many many more.

According to multiple news sources including CNN, the fast food restaurants resemble McDonald’s in many ways just without the McDonald’s branding. Everything is branded Vkusno & Tochka with its new logo that is symbolic of french fries and a burger.

Source: Wikipedia.com

It’s an interesting marketing case study to look at … can a product line survive without the original branding that gave it life? Can McDonald’s-style fast food essentially succeed without the McDonald’s branding? Will the new brand thrive? Opening day was reported to be packed, so time will tell.

What’s your take? What’s your experience? JIM