MOSCOW, May 23. /TASS/. A new brand of McDonald's restaurants in Russia will not keep the corporate yellow letter "M," Oleg Paroyev, general director of McDonald's in Russia, told TASS on Monday.
Earlier, the Izvestia newspaper reported citing a source that a new name had been developed for the McDonald's restaurant chain in Russia, and the Latin letters "Mc" would allegedly be used on the sign, while "M" might even remain the same as it is now.
"The 'M' Golden Arches will not be kept in the restaurant design, it is one hundred percent. The name 'Mc' is not even considered. <...> Retaining the 'M' Golden Arches is not under consideration because it clearly indicates affiliation with McDonald's, in fact this is how the trademark looks like," Paroyev explained, adding that the old signs would be dismantled and "the new enterprise cannot operate under the old brand."
McDonald's suspended all 850 of its restaurants in Russia on March 14, shortly after the start of the military operation in Ukraine. On May 16, the company, whose share in the catering market reached 7%, announced its withdrawal from Russia. Through the mediation of the Industry and Trade Ministry, the corporation sold its Russian business to current licensee Alexander Govor.
The chain will operate under a new brand and with new menu names, and all its employees will retain seats "on equivalent terms" for at least two years. It is expected that the rebranded chain will open in mid-June.