"Russian McDonald's" opened the door, crowded ...

Editor's words: After nearly 3 months of break, Russia's first 15 original McDonald's restaurants officially officially started business in Moscow with a new look of Russian local brand "вкусно — и точка точка" (translated as "only delicious"). The Russian -Ukraine conflict has lasted more than 100 days, and the sanctions against Russia in the West did not have an end. When Europe and the United States tried to "hold" Russia's economic throat, the "rebirth" of "Russian McDonald's" fast food restaurant was given by the outside world by the outside world. New historical significance. How does the Russian people evaluate "Russian McDonald's"? Can Russian local companies revitalize McDonald's original upstream and downstream industrial chains? Can Western companies really abandon the Russian market? The Global Times reporter conducted a survey for this.

Back to the United States "one slap"

June 12th is the Russian National Day- "Russia Day", and "only delicious" also chose to reopen in the festive atmosphere celebrated by the country. On the morning of the same day, a reporter from the Global Times followed the crowd who participated in the festival celebration and came to the former Russian McDonald's flagship store next to Pushkin Plaza, Moscow. It witnessed the "rebirth" of this legendary fast food restaurant that was very legendary. Essence

On the 12th local time, the original McDonald's flagship store in Pushkin Plaza, Moscow, re -opened the door with the Russian local brand "only delicious", and a large number of consumers lined up outside the door.

From a distance, the appearance of the restaurant has not changed much. The position of the McDonald's "Golden Arch" logo on the door was replaced by the word "Name change, love still", and added many new brands "Hamburg+French fries strip "Pixel LOGO green, red and orange decoration.

In front of the original McDonald's flagship store on the southwest side of the square, many people and media reporters waiting to witness the "historical moment" have gathered. The winding waiting team, the strict military police, and the "long guns and short cannons" of various media could not help but remind people of the grand occasion of the first American McDonald's opening here more than 30 years ago.

At 12 o'clock that day, the restaurant in Pushkin Plaza officially opened the door to welcome the guests. The Global Times reporter also entered the restaurant after 30 minutes. The internal pattern of the restaurant has not changed, but it is only the original yellow elements of the original McDonald's in the soft decoration. In the lobby, the ordering area, the dining area, and the dining area are full of customers and media reporters. Employees in new work clothes greeted and guided customers who exchanged.

The ordering area, dining area, and dining area are full of customers and media reporters.

By consulting the buffet ordering machine, the reporter found that the new menu has a lack of McDonald's unique products such as "Big Mac" and "Happy Paradise Meal". The names of various types of burgers, snacks, desserts and drinks are completely removed from McDonald's mark. Essence Although the style of the products and package on sale is reduced compared to McDonald's, there is no difference from the previous point of view from the appearance, but the price is cheaper than McDonald's. The reporter spent 267 rubles (about 30 yuan) to buy a package, including a double -layer beef burger, a fries and a cup of cola, and after waiting for about 5 minutes to complete the meal. Since it has not yet been contacted with relevant suppliers, except for the packaging paper of Hamburg, there is no sign of new brands on the packaging of fries, paper cups, and shopping bags.

Employees in new work clothes enthusiastically greeted and guided customers who exchanged.

According to the official introduction of the store, the raw materials of the new chain restaurant still use the previous McDonald's suppliers, which are basically provided by Russian local companies. Now the goal of the restaurant is to make customers feel unchanged in quality and environment. The reporter did not taste the taste of "Russian McDonald's". The Russian girl Elena at the neighboring table told the Global Times reporter, "What I eat today is not a taste, but a mood. It feels better than McDonald's. ! ""

At the scene, Russian uncle Anatoli, who had experienced the Soviet era, told the Global Times reporter that more than 30 years ago, the United States opened the gate of the Soviet Union with McDonald's here. Those illegal sanctions in the United States will not succeed. "Everything happening here today is the" one slap "that they give them back."

Who is the "Link Man"

Since March this year, with the wave of "foreign evacuation" initiated by the United States to Russia in the West, McDonald's suspended its operation in Russia on March 14, Russian catering business and leave the Russian market. The entrepreneur from Corocomo, Russia, Alexander Gogol. According to the Russian "Business News", Ghwal started from the coal and petrochemical industry in the early years. Later, the scope of business business gradually expanded to multiple fields such as food, construction, building materials, and obtained McDonald's franchise in Russia's Siberia region in 2015. Franchise.

Gorwal, a Russian entrepreneur who takes over McDonald's, is behind it is the new brand "Hamburg+French fries" logo.

In an interview with Forbes, Ghwall said in an interview with Forbes that the 25 McDonald's restaurants he operated in Siberia have not been profitable, but in March, McDonald's requirements were rejected Twenty -five restaurants with the right to operate have been operating so far, and when McDonald's plans to sell in Russia in April, Ghwol decided to take over. With the completion of asset acquisition and brand localization, Ghwol said that the operation and management of new brands is still responsible for the original Russian McDonald's operating team. For stores that have not yet opened, Ghwol also said that he will continue to be all employees for all employees. For normal payment, the job of McDonald's employees will continue to be retained. According to Gobol's plan, all the original McDonald's stores will be re -opened with new brands in the next two months, and will open 20 stores at the end of 2022. In the next few years, new brands will increase to 1000 Family.

Regarding the details of the acquisition, Russia's "Business News" quoted Ghwol on the 12th that McDonald's company sold his business at "symbolic price", and the price was "far lower than the market." In addition, Ghwol also said that the acquisition agreement also provided McDonald's with the right to select asset repurchase within 10 to 15 years.

Can experience be copied?

So, can Gobol, who takes McDonald's to carry him forward? The answer is whether he can maximize the price of the single product. The founder of Russian fast food chain brand Teremok, Mikhail Conchalov, once said that the question is not how to make a taste of hamburger, but how to have a high -efficiency business system similar to McDonald's, Teremok and other Russian companies are both It is not McDonald's competitors, "because we don't know how to do it like them, whether technical or in terms of management and marketing, McDonald's has made the average unit price low."

The original McDonald's restaurant officially started the business in Moscow with a new look of Russian local brand "вкусно — и точка точка" (translated as "only delicious").

Zhao Ping, deputy dean of the China Trade Council Research Institute, told the Global Times reporter on the 14th that after taking over McDonald's, Russian local companies are likely to achieve greater success than McDonald's. As long as the Russian operating team can ensure the quality and services of the product, the scale of "Russian McDonald's" may be expanded under a large influx of patriotic consumers.

However, Russia takes over the experience of American fast food brands. In the industry, such as automobiles and cosmetics, it has been completely replicated. Zhao Ping said that this depends on two aspects. On the one hand, if the added value of the company itself is very high, such as some key component supply depends on internationalization, then after the Russian local enterprises take over, the supply chain will be stuck due to sanctions; another In terms of, if an enterprise involves high -tech research and development and technology is in foreign countries, then Russian companies need to do local research and development for a long time, which is more difficult.

According to statistics, since the upgrading of Russia and Ukraine on February 24, hundreds of Western companies have announced the suspension or withdrawal from Russia to cover various fields such as catering, logistics, technology, and energy. The Wall Street Journal recently reported that Western companies lost more than $ 59 billion due to their reduction in Russian business.

At the same time, due to the continuous glue of the situation in Russia and Ukraine and the economic sanctions, some Western companies that had evacuated the Russian market had made different choices in the choice of sanctions and commercial interests. According to Russia ’s report on the 12th, the German home building materials chain sales company Obi (OBI) is negotiating to sell business in Russian companies. In the future, it may gradually restart the major stores under the new brand after rename. According to the Russian Commercial Consultation News Agency, on June 1, Sweden IKEA restarted its business in Russia. Although it has not yet been opened, IKEA is looking for the possibility of re -opening stores in Russia. In addition, German sports brands Adidas and American fitness brands, etc., also planned to re -open stores in Russia later this year to return to the Russian market.

Source: Global Times-Global Network/Sui Xin Bath Yangsha

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