Russia has relaunched McDonald’s without the Big Mac.
Over the weekend, more than a dozen outlets that were previously McDonald’s locations opened under new ownership and new branding.
The rebranded McDonald’s is now called “Vkusno & tochka,” which translates to “Tasty & that’s it.” On opening day, the crowds at the flagship restaurant in Pushkin Square, in central Moscow, were significantly smaller than the thousands who lined up for the original McDonald’s opening in 1990, reported Reuters. The rebranded outlets mark a new trend toward isolation, a reversal of what brought McDonald’s to the Russian market 32 years ago.
Read the rest of this story on qz.com. Become a member to get unlimited access to Quartz’s journalism.
