The world’s largest burger chain, McDonald, has unveiled a new logo as it prepares to re-launch in Russia on Sunday under a new ownership. This new branding will replace the iconic golden arches of McDonald’s with a circle and two lines on a green background, said to represent a burger and two French fries.
McDonald sold its 850 restaurants to Russian businessman Alexander Govor, following the invitation of Ukraine on 24th February 2022 more than three decades after the arrival of the hugely popular Western fast food chain.
Although the name of the restaurant is yet to be revealed, the re-launch will commence on the same day Russia celebrates its country’s independence. McDonald’s iconic ‘Golden Arches’ logo has been taken down in some sites making way for a new logo consisting of ‘a burger and fries’ on a green background.
According to Sistema PBO spokesperson: “The green background of the logo symbolises the quality of products and service that our guests are accustomed to. The logo will be used in the advertising campaign that we are launching today.”
Govor has said he plans to expand the new brand to 1,000 locations across the country and reopen all the chain’s restaurants within two months.
McDonald owned 84 per cent of its nearly 850 restaurants across Russia and it took a charge of up to $1.4 billion following the sale to Govor, whose GiD LLC had previously run 25 restaurants.
Oleg Paroev of McDonald’s Russia has said other franchisees would have the option of working under the new brand, but the traditional McDonald’s brand will leave the country.
McDonald’s last year generated about 9 per cent, or $2 billion, of its revenue from Russia and Ukraine.
McDonald’s Corp will have an option to buy its restaurants in Russia back within 15 years, Russia’s anti-monopoly service said in a statement on Thursday, according to Reuters.
The design drew some criticism on social media, with users observing that the new logo bears a striking similarity to that of hotel chain Marriott and Asian burger chain MOS burger.
The brand’s exit is now a powerful symbol of how Russia and the West are once again turning their backs on each other.