In response to Moscow's invasion of Ukraine, the American fast-food giant McDonald's declared on May 16 that it would leave the Russian market.
Sunday marked the reopening of McDonald's restaurants in Moscow under new Russian management and a new moniker, "Vkusno-i tochka," which translates to "Tasty and that's it."
The iconic Golden Arches have been removed and replaced with a new logo resembling the letter "M" and featuring two fries and a hamburger against a green backdrop.
McDonald's former Russian head Oleg Paroev, the new company's chief executive, revealed that the new name - a well kept secret - was decided only the day before the Sunday debut.
The translation of the new name into English was the subject of some discussion on social media. "Tasty and that's all there is to it" was widely accepted, although "Tasty. Full stop or period" was also proposed.
"Vkusno-i tochka" reopened on Sunday on Pushkin Square at what was McDonald's first restaurant in Soviet Moscow in 1990, when as many as 30,000 burgers were sold.
The chain will retain the interior design of its former McDonald's locations but will eliminate all traces of its former name.
First, 15 renamed restaurants will open in and around the Russian capital, followed by 200 more by the end of June and the remaining 850 by the end of summer, according to executives.
This year, the new owner plans to invest up to 7 billion roubles ($121 million) in the business, which employs more than 50,000 people.
McDonald's signature Big Mac and other burgers and sweets such as McFlurry are absent, although other popular items are available on a reduced menu with somewhat reduced prices.
A double cheeseburger cost 129 roubles ($2.24), as opposed to 160 roubles under McDonald's, while a fish burger cost 169 roubles, as opposed to about 200 roubles prior.
Paroev stated that the business would maintain "cheap" costs. He stated that they would undoubtedly increase owing to inflation, but not above those of competitors.
The majority of materials originate from within Russia, although some goods were unavailable owing to logistical complications and the departure of some suppliers.
For example, the company must locate a new supply of soft drinks when Coca-Cola ceased business in Russia due to the conflict in Ukraine.
Alexander Govor, a Siberian businessman, has taken over the franchise operation through his company GiD LLC. Since 2015, he has been a McDonald's franchisee and has contributed to the chain's expansion in distant Siberia, where he operated 25 outlets.