Tasty Name but No Big Mac: Russia Opens Rebranded McDonald’s Restaurants

A banner with the logo of a new restaurant chain, following McDonald's Corp company's decision to sell its restaurants in Russia to one of its local licensees that will rebrand them under a new name, in Moscow on June 12, 2022. Evgenia Novozhenina/Reuters

It might look and smell like McDonald’s, but now it’s Vkusno & tochka. The golden arches are gone, the Filet-O-Fish is simply a fish burger. The Big Mac has left Russia.

A new era for Russia’s fast-food and economic scene dawned on June 12, as McDonald’s restaurants flung open their doors in Moscow under new Russian ownership and with the new name, which translates as “Tasty and that’s it.”