Russian version of McDonald's makes inroad into first foreign market

The Russian-based fast food chain, "Vkusno I Tochka" ("Tasty and That’s It"), has gone international, expanding into Belarus.

"We are entering a new market," said Alexander Govor, owner of the chain, per Euronews. "Now Vkusno I Tochka will operate not only in Russia but also in Belarus."

"This is just the beginning," he added. 

Vkusno I Tochka took over McDonald's in Russia after the US fast food giant quit the country, following the Russian invasion of Ukraine.

Since opening in June, its 800 restaurants have been blighted by supply chain issues, including shortages of fries and Coca-cola, in what was a bumpy start for the Russian rebrand.

In a statement released last week, the company said it was "completing" a franchising agreement with a Belarusian chain of fast-food restaurants owned by KSB Victory.

It plans to open 25 outlets in six cities across Belarus, Russia's neighbour and principal ally in the region, which are currently operating under the McDonald's brand, according to TASS, a Russian state-owned media outlet.

They will "start working under the new brand within a few weeks after all the necessary legal procedures are wrapped up and "organisational issues are resolved," TASS reported, adding the move will "save" more than 2,000 jobs.

Until the transition, fast food restaurants will continue to operate under the McDonald's brand.

In September, the chain of restaurants reportedly sold more than 1.2 million burgers, claiming it occasionally enjoyed days of higher sales than under the McDonald's brand.

McDonald's shut all its restaurants in Russia on March 14, amid a Western backlash over Russia's invasion of Ukraine. All its outlets were sold to Govor as a local licensee, who initiated a comprehensive rebranding.

Vkusno I Tochka currently operates in 62 Russian regions, with more than 830 venues currently open.