The American fast food giant recently ended its presence in Russia for three decades, after sending troops to Ukraine, selling all its 850 locations to a Siberian businessman and franchise partner for an unknown amount. It was among the highest profile of the nearly 1,000 international business trips in retaliation for the invasion of Ukraine. The new owner of McDonald’s, who changed the chain’s corporate name to Sistema PBO last week, has not yet decided on a new brand, a company spokesman told state news agency TASS. Two of the eight names under consideration are said to be “Tot Samyi”, which translates as “Himself” or “He” and “Svobodnaya Kassa” (“Available Cash Machine”). Its menu options will also be modified, with Filet-O-Fish becoming “Fish Burger” and Royal Burgers being changed to “Grand”. The chain’s smartphone application is expected to start online sales this Sunday under the name “My Burger”. The new logo design, previously touted as one of many possible options, features a red-orange circle and two orange lines – said to represent two french fries and a burger – on a green background. “The green background of the logo symbolizes the quality of the products and services that our visitors are accustomed to,” a Sistema PBO spokesman told TASS. The spokesman added that the chain is already launching an advertising campaign with the new logo on Thursday, although it is still looking for a name. Fifteen of the renovated restaurants are set to reopen in Moscow this Sunday, followed by another 200 locations across Russia in late June.
