Dear MEL Topic Readers,
Not lovin' it: How Russians reacted to McDonald's closing
McDonald’s opened its first restaurant in Moscow in 1990 and became the symbol of glasnost in action by breaking through the Iron Curtain. The fast-food restaurant chain had enjoyed its Russian business for the last 32 years until Russia’s invasion of Ukraine. It operated 847 restaurants in Russia and employed 60,000 employees. Together with 108 restaurants in Ukraine, the sales accounted for about 9% of the company’s revenue in 2021. However, they decided to close their operation in Russia to keep their values. The company’s announcement says, “The humanitarian crisis caused by the war in Ukraine, and precipitating unpredictable operating environment have led McDonald’s to conclude that continued ownership of the business in Russia is no longer tenable, nor is it consistent with McDonald’s values.” Though the decision was well accepted by investors, selling their 847 locations without the iconic brand name and vital food supply is really a hard sell. Indeed, the company is going to take a huge write-off. And the employees have to wait to find out whether they will have to look for a new job.
Enjoy watching the video to hear what young Russians say about McDonald’s exit.
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