No Extra Golden Arches: Russia Strikes Forward With McDonald’s Rebrand


The rebranding of the McDonald’s in Russia is underway per week after the firm acknowledged it would permanently plug away Russia following its invasion of Ukraine, as Reuters reported, with workers dismantling a McDonald’s sign start air Moscow and the unique firm taking on the like a flash-meals giants’ 800-plus Russian areas confirmed Monday it deliberate to build away with McDonald’s iconic golden arches emblem.

A individual walks past a closed McDonald’s device in Moscow closing week.

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Key Facts

Reuters photographed the iconic McDonald’s golden arches ‘M’ emblem and firm name dismantled start air of a worn McDonald’s device in Khimki, a metropolis real start air of Moscow.

It is unclear whether other Russian McDonald’s areas moreover took down indicators Monday, based fully mostly on Reuters.

Nonetheless, Oleg Paroev, a long-time McDonald’s Russia govt identified by files retail outlets as the unique firm’s overall director, confirmed Monday the successor of McDonald’s successor will cling down all golden arches indicators in an interview with the TASS Russian notify-bustle files agency, explaining McDonald’s retaining trademarks in the country.

The emblem removal marks the start of the “de-Arching” direction of, which entails getting rid of all McDonald’s emblem, branding and emblem, McDonald’s outlined closing week in its announcement detailing its exit from the market, and marks a shock sign of appreciate for McDonald’s trademark in Russia.

Key Background

McDonald’s shut its 847 Russian areas in March in enlighten in opposition to the country’s invasion of Ukraine. Closing Monday, the like a flash meals firm acknowledged its departure from Russia will most doubtless be everlasting. McDonald’s offered the sale of its Russian industrial to Alexander Govor, who operates 25 franchise areas in Siberia, on Thursday for undisclosed terms. McDonald’s first opened in Russia in 1990 amid the dissolution of the Soviet Union, and its presence in the country develop into a first-rate symbol of American capitalism.


Despite the actual fact that McDonald’s retains trademarks in the country, Russia is acknowledged for looser trademark principles when it comes to replicating Western merchandise and products and companies, especially in the face of sanctions and penalties stemming from the war. In March, Russia acknowledged it deliberate to legalize the import of gray items, merchandise shipped with out trademark householders’ permission and successfully legalized patent theft from companies originating from countries deemed “adversarial” to Russsia. The Russian parliament had earlier counseled a McDonald’s ripoff Uncle Vanya’s, whose trademark utility integrated a virtually the same emblem to McDonald’s and the same description to the like a flash meals chain, to overtake the firm’s industrial in the country.

Further Studying

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

Goodbye, American soft energy: McDonald’s exiting Russia after 32 years is the discontinuance of an generation (CNBC)

Russians line up for closing Enormous Mac before McDonald’s exit (Reuters)

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