‘Fun And Tasty’ Or ‘The Same One’? McDonald’s Russian Successor Reportedly Seeks New Name

Written by on May 28, 2022


The successor to McDonald’s Russian business applied for several odd names for its new fast food company, according to trademark applications filed with Russia’s patent office viewed by Reuters, as the new Russian restaurant chain scrambles to quickly respond to the American fast food giant’s exit from the country.

Pictured is a McDonald’s in Russia closed last month due to the invasion.

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Key Facts

The company filed several brand names with Russia’s Federal Service for Intellectual Property government agency, Reuters reports, including “Fun and Tasty,” “The Same One,” “Just Like That” and “Open Checkout.”

The name registrations come after McDonald’s said last week it would exit Russia entirely in protest of its invasion of Ukraine, and former Russian McDonald’s locations began removing the McDonald’s name and logo from their restaurants Monday.

Forbes could not independently verify the patent applications, and McDonald’s did not immediately respond to a request for comment.

Key Background

McDonald’s Russian locations have been closed since early March, and the company said May 16 it would offload its business in the country. Fellow American chain Starbucks said Monday it would leave Russia, closing the coffee giant’s 130 cafes in the country. McDonald’s announced May 19 it would sell its Russian business to local licensee Alexander Govor. On Monday, McDonald’s Russian successor confirmed it planned to take down all McDonald’s golden arches logos from its location, part of what McDonald’s calls the “de-Arching” process, which involves removing the company’s name, logo and menu. However, Interfax quoted Moscow Mayor Sergei Sobyanin as saying Thursday that the new Russian incarnation of McDonald’s would retain the same menu. This is far from the first time Russian authorities have suggested breaching intellectual property names for Western companies, or even McDonald’s. The Russian State Duma backed in March a McDonald’s knockoff named Uncle Vanya’s to overtake the company’s Russian business, while the government has essentially greenlit patent theft from companies originating from countries opposed to the Ukraine invasion.

What To Watch For

McDonald’s Russian successor plans to open to the public June 12, a company spokesman told the Interfax news agency Thursday. The company said it will unveil its new branding in the “near future.”

Chief Critic

Russian President Vladimir Putin applauded the decision of multinational firms exiting Russia during televised Thursday comments translated by Reuters, saying, “Sometimes when you look at those who leave – thank God, perhaps? We will occupy their niches: our business, our production – it has already grown, and it will safely sit on the ground prepared by our partners.”

Further Reading

No More Golden Arches: Russia Moves Forward With McDonald’s Rebrand (Forbes)

McDonald’s Says It’s Exiting Russia After More Than 30 Years (Forbes)

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