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Log In / Register | Jul 23, 2017

Russia McDonald's Playing Down American Connections

What with the unfriendly rhetoric from the U.S. against Russia and the sanctions it has imposed along with frequent talk of war, McDonald's is in a difficult public relations situation with the Russian public. Like many business owners in similar situations before have done, the company is playing down its connections with what is perceived as a threat, in this case the U.S., and playing up its native Russian connections.

When McDonald's opened its first Russian restaurant in 1990 in Moscow, it was not unusual to see wedding receptions held there, so strong was the appeal of the quintessential American brand at the end of the Cold War.

In recent years, with US-Russia ties increasingly frosty, the fast food chain has pursued a different strategy: go native.

"We say it every time: we are a Russian company," Khamzat Khasbulatov, the head of McDonald's Russia, told Reuters.

"I don't think there's a single company that can call itself more Russian than us." — Yahoo! Finance

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