"Not McDonald's": Perm experts about a new chain instead of a global brand

All Russian restaurants of one of the most popular fast food brands McDonald's can go under the control of the owner of the network's Perm establishments. it is reported by "Kommersant".

SPP LLC or the Regional Catering Network is one of the three partners of the American company. All Russian restaurants may come under the control of Kazakh businessman Kairat Boranbaev. Now NETWORK has more than 60 thousand employees who work at 850 points. More than 130 of them are managed by partners. It is assumed that the buyer of the entire business in RUSSIA will be just one of the three candidates. Some sources say that it will be the Siberian partner of GiD LLC. At the same time, restaurants will be different from the ones we are used to, because according to the terms, the buyer will not be able to use the name, logo and branding of McDonald's. According to experts, the new owner will have to develop the network again.

“Suppliers will remain, everything will remain, but the network is global, the name of the world. Even if we change the name, the new owner will change everything. In any case, it will be necessary to invest in a new brand, despite the fact that it is McDonald's. 3, 4, 5 years will pass and no one will remember that it was McDonald's. From the point of view of reputation, attitude towards employees and customers, McDonald's did everything right,” said Dmitry Kharitonov, HEAD of Reproject reputation management agency.

However, with regard to the menu, jobs and wages for employees, then almost everything will be the same. According to TASS, new restaurants on the site of McDonald's will start operating by mid-June this year. According to the company, they will keep the salaries of employees until the end of the transaction, as well as their jobs after the sale of the business. The range of drinks and burgers will be the same, as will the recipe, but changes in logistics are already visible. Firstly, this is due to the complete withdrawal of the Paulig company from Russia, which supplied a mixture of coffee beans from 4 countries that was exclusive to the restaurant chain. And also with the recent announcement of the departure of Coca-Cola, with which McDonald's had global contracts.

“It's not McDonald's anymore. Accordingly, this will affect the quality of the products. Moreover, as a coffee lover, I have already noticed this. Accordingly, I will not go there for this drink. That is, the production chain has already been broken. And McDonald's is, first of all, a fighter for standards and quality,” said marketer Olga Korionova.

It has already become known that after leaving Russia, McDonald's will suffer losses of almost $ 1.5 billion. The company was one of the largest taxpayers in the catering industry, and was also the largest employer of young people in the food industry (about 60% of the company's employees - students). Now in Perm restaurants they don’t talk about closing yet and work as usual.

The rest of the popular catering chains are not yet talking about their departure. But earlier it became known that the company that owns KFC and Pizza Hut announced the suspension of investments and development of outlets in Russia. Burger King noted in early March that they intend to continue working and are already planning to open new restaurants in the country.