How Moscow is trying to replace American brands that have left the country

On June 12, the crowd had to wait sometimes for hours in Moscow (Russia), during fast food opening Vkusno i Tochka. The name is Russian, but everything else, machines, premises, employees, and even hamburgers, comes from the American McDonald’s, which has just left the country. “We haven’t changed the manufacturing process or the burger recipe.“, admits Oleg Paroevthe general manager of Vkusno I Tochka. The Russian oil group which took over the 850 McDonald’s restaurants assumes the copy.

In Saint Petersburg (Russia), a sign reads: “We will replace you”, with the logo of brands that have left Russia, such as Ikea or Coca-Cola. If shelves still sell the last bottles of Coca-Cola, le cool-cola is already there to replace it.

Sometimes the operation is complex. Renault gave up its factories for a symbolic ruble. thes chains have just started again. A Lada must soon go out, but for lack of components, it will include less technology. “There is one area where foreign brands have not been replaced, it is that of clothing”adds journalist Luc Lacroix.