Not tasty – period: Russian counterfeit McDonald’s turned out to be unprofitable

Net loss amounted to 11.3 billion rubles.

After the Russian invasion of Ukraine, the American fast food chain McDonald's suspended operations in Russia / photo

In Russia, the network of fast food restaurants “Vkusno – i dochka”, which replaced McDonald’s after the American company left Russia, turned out to be unprofitable in the first year of operation.

According to Prime, with reference to the company’s financial statements, at the end of 2022, Sistema PBO, which operates a chain of restaurants, reported a net loss of 11.3 billion rubles.

Total revenue compared to 2021 decreased by 2.3% to RUB 73.5 billion.

McDonald’s exit from Russia

After the Russian invasion of Ukraine, the American fast food chain McDonald’s suspended operations in Russia, and later decided to leave the market completely and sell the business in Russia.

On May 16, 2022, it became known that McDonald’s was finally leaving the Russian market.

On June 12, 2022, a substitute for McDonald’s was opened in the Russian Federation – “Tasty – and that’s it.”

The media wrote that the newly minted fast food survives thanks to McDonald’s stocks, after which the owners will have to switch to 100% import substitution.

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In September 2022, it was reported that the new chain does not sell toy sets. As explained in the company, the restaurant will not introduce its analogue of the popular combo set with the Happy Meal toy, which McDonald’s is famous for, as there are difficulties with the supply of toys.

It was also reported that the menu of the new network includes sauerkraut and compote.

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