McDonald’s New Brand in Russia May Be Called “Fun and Tasty”

McDonald’s in Russia has filed possible brand names for the company taking over its fast-food restaurants in the country, including “Fun and Tasty” and “The Same One,” patent filings showed on Friday.

The company said that the trademarks registered with Russian agency Rospatent, from which it planned to choose a brand, also included “Just Like That” and “Open Checkout”.

The world’s largest hamburger chain has nearly 850 restaurants in Russia and is selling those stores to local licensee Alexander Govor, who runs a 25-restaurant operation.

Govor will operate the brand under a new name in Russia, and other franchisees will have the option to work under the new brand.

McDonald’s had announced earlier this month that it would leave Russia in response to the country’s military campaign in Ukraine and the subsequent wave of Western outrage and sanctions.

The company, which owns 84% ​​of its restaurants in Russia, is one of the biggest international brands to come out since the February invasion.

Initially in March, shortly after the start of the war, McDonald’s followed other Western companies in temporarily closing their restaurants in Russia.

The decision ends McDonald’s three-decade relationship with Russia. McDonald’s opened the doors of its first restaurant in Moscow on January 31, 1990.

More than 30,000 were served and the Pushkin Square venue had to stay open hours later than planned because of the crowds.

His arrival in Moscow was more than just Big Macs and fries, noted Darra Goldstein, a Russia expert at Williams College. It was the most prominent example of Soviet President Mikhail Gorbechev’s attempt to open up his crumbling country to the outside world.

“There was a really visible crack in the Iron Curtain,” she said earlier. “It was very symbolic about the changes that were taking place.” About two years later, the Soviet Union would collapse.

McDonald’s will have a significant write-off when it leaves Russia – between $1.2 billion and $1.4 billion.

In its most recent earnings report, McDonald’s said closing its restaurants in Russia cost $127 million last quarter. Nearly $27 million came from personnel costs, rent payments and supplies.

The other $100 million was for food and other items that will have to be discarded.

McDonald’s had 847 restaurants in Russia at the end of last year, according to an investor document. Along with 108 others in Ukraine, they accounted for 9% of the company’s revenue in 2021.

— Jordan Valinsky and Danielle Wiener-Bronner of CNN Business contributed reporting.