Russia’s McDonald’s Ban and the Birth of Vkusno i Tochka

In 2022, a surprising event shook the fast-food world: Russia banned McDonald’s operations within its borders. For many Russians, it felt like the end of an era. McDonald’s had been more than just food—it was a symbol of globalization and a taste of the West.

But the void didn’t last long. Within just a month, Russia unveiled a new brand: Vkusno i Tochka, meaning "Tasty and That's It." The new fast-food chain kept much of the McDonald's experience alive—the same restaurants, similar menus, and even the familiar fries and burgers.

The only difference? It was now 100% Russian-owned.

The switchover was remarkably smooth. Even though the golden arches disappeared, the new brand kept the essence alive, giving Russians a familiar taste under a new flag. It wasn't just a clever business move—it was a bold statement about self-reliance in a time of international tension.

Today, Vkusno i Tochka thrives across Russia, proving that sometimes when doors close, new opportunities open—delicious ones, at that.