Xinhua News Agency, Moscow, June 13th. 15 original McDonald’s restaurants in Russia reopened on the 12th after being renamed “Just Delicious”.
The general manager of the restaurant chain, Oleg Paroyev, announced the new brand name at a press conference that day. He also revealed that following the opening of the first batch of 15 stores, another 50 will be opened on the 13th, and about 200 stores will be opened by the end of this month. “Next, we plan to open 50 to 100 stores every week, and gradually expand across the country.”
Among the first batch of stores to open, the store in Pushkin Square in the center of the capital Moscow has attracted much attention. It used to be the first store McDonald’s opened after entering the Russian market more than 30 years ago.
On June 12, people waited in line to eat outside the “It’s Delicious” store in Pushkin Square in central Moscow. Photo by Xinhua News Agency reporter Bai Xueqi
At about 10 a.m. that day, people had already started to line up, and at this time, there were still two hours before the opening of the new store. Just after 12 noon, the outside of the store and on both sides of the street were already full of people. Under the hot sun, many customers counted down loudly, looking forward to the official opening of the restaurant.
The reporter observed that the store has not been renovated, but all McDonald’s-related elements on packaging paper bags, napkins, drink cups and other items have been removed. An outside billboard displays the restaurant’s new branding: a red circle and two orange lines drawn on a green background to represent a burger and two French fries. A slogan is written on the glass curtain wall on the roof of the store: “Although the name has been changed, the love remains the same.”
On June 12, people waited in line to eat outside the “It’s Delicious” store in Pushkin Square in central Moscow. Photo by Xinhua News Agency reporter Bai Xueqi
“We have long heard the news of the reopening, and we made a special trip today to experience it. We waited for 40 minutes.” Veronica and Andrei, two college students who live in the north of Moscow, told reporters.
Vladimir, a 43-year-old Moscow citizen, shared his consumption experience with reporters: “I bought a double cheese beef burger, a large portion of French fries and a glass of Coke. The taste of the hamburger and fries is the same as before, and the price has also changed. Not much.”
This is the finished set meal shot on June 12 at the “It’s Delicious” store in Pushkin Square in the center of Moscow. Photo by Xinhua News Agency reporter Bai Xueqi
Paroyev said at the launch that “It’s Delicious” plans to fully localize the production of all necessary products. “The next step will be to find alternatives for some of the imported raw materials to ensure that all the needs of consumers are met.”
McDonald’s entered Russia in January 1990 and has about 850 stores in Russia. On March 14, McDonald’s announced that it was suspending business in Russia, citing “operational, technical and logistical difficulties”. On May 16, the American fast-food chain giant, which occupies 7% of the Russian restaurant market, announced its withdrawal from Russia. Subsequently, Russian franchisee Alexander Govor signed an agreement with McDonald’s to take over McDonald’s business in Russia.
Customers dine at the “Just Delicious” store on Pushkin Square in central Moscow on June 12. Photo by Xinhua News Agency reporter Bai Xueqi
“We want to satisfy customers in terms of taste and service.” Paroyev said that the new store may fine-tune the price of meals in the future, but will still maintain “affordable prices.” (Reporters: Huang He, Meng Jing, Bai Xueqi, reporter Dmitry Kazlov; Editing: Indifferent; Editors: Wang Shen, Lu Yu)
Produced by Xinhua News Agency International Department
Produced by Xinhua News Agency’s International Communication Integration Platform