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No Extra Golden Arches: Russia Moves Forward With McDonald’s Rebrand

Bibliometric Details: Issue No: 5 | Issue Month:May | Issue Year:2022


The rebranding of the McDonald’s in Russia is underway per week after the firm acknowledged it would permanently inch away Russia following its invasion of Ukraine, as Reuters reported, with workers dismantling a McDonald’s designate exterior Moscow and the recent firm taking on the hasty-food giants’ 800-plus Russian locations confirmed Monday it planned to elevate out away with McDonald’s iconic golden arches logo.

A particular person walks previous a closed McDonald’s build in Moscow closing week.

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Key Details

Reuters photographed the iconic McDonald’s golden arches ‘M’ logo and firm title dismantled exterior of a frail McDonald’s build in Khimki, a metropolis moral exterior of Moscow.

It’s unclear whether or now not other Russian McDonald’s locations furthermore took down signs Monday, per Reuters.

Nonetheless, Oleg Paroev, a prolonged-time McDonald’s Russia executive acknowledged by files retail outlets because the recent firm’s overall director, confirmed Monday the successor of McDonald’s successor will defend shut down all golden arches signs in an interview with the TASS Russian negate-bustle files company, explaining McDonald’s conserving trademarks within the country.

The label removal marks the beginning of the “de-Arching” path of, which involves taking away all McDonald’s logo, branding and logo, McDonald’s outlined closing week in its announcement detailing its exit from the market, and marks a surprise designate of admire for McDonald’s trademark in Russia.

Key Background

McDonald’s shut its 847 Russian locations in March in divulge against the country’s invasion of Ukraine. Closing Monday, the hasty food firm acknowledged its departure from Russia would possibly well be permanent. McDonald’s announced the sale of its Russian change to Alexander Govor, who operates 25 franchise locations in Siberia, on Thursday for undisclosed phrases. McDonald’s first opened in Russia in 1990 amid the dissolution of the Soviet Union, and its presence within the country used to be a serious image of American capitalism.


Though McDonald’s retains trademarks within the country, Russia is known for looser trademark guidelines by manner of replicating Western merchandise and companies and products, particularly within the face of sanctions and penalties stemming from the war. In March, Russia acknowledged it planned to legalize the import of grey items, merchandise shipped without trademark dwelling owners’ permission and effectively legalized patent theft from companies originating from nations deemed “adversarial” to Russsia. The Russian parliament had earlier endorsed a McDonald’s ripoff Uncle Vanya’s, whose trademark application integrated a almost an identical logo to McDonald’s and an identical description to the hasty food chain, to overtake the firm’s change within the country.

Extra Finding out

McDonald’s Says It’s Exiting Russia After Extra Than 30 Years (Forbes)

Goodbye, American comfortable energy: McDonald’s exiting Russia after 32 years is the cease of an era (CNBC)

Russians line up for ideal Immense Mac earlier than McDonald’s exit (Reuters)

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