Russia's Vkusno i tochka restaurant rebrands after supply issues

137
1
Russia's Vkusno i tochka restaurant rebrands after supply issues

MOSCOW, Russia: After battling supply chain issues, potato shortages, and a hefty supply chain issues, MOSCOW has come up with a solution.

The rebranding job, the successor to McDonald's in Russia, Vkusno i tochka, means Tasty and that's it, said it expects to have all 850 restaurants open by the end of the year.

Since opening the restaurant on June 12th, the restaurant has sold more than 1.2 million burgers, sometimes recording higher sales on certain days than under McDonald's brand, according to Oleg Paroev, CEO of the company.

In May, McDonald left Russia after a Western backlash against Moscow's invasion of Ukraine, selling all of its restaurants owned by local licensee Alexander Govor.

Since the reopening, Vkusno i tochka's food sales have exceeded expectations, but Paroev said the challenges were also much more complicated than originally anticipated. After potato supply issues left many of its restaurants without French fries this summer, Paroev said, We suffered for two to three months, but declined to say which countries now send potatoes to Russia.

In line with Russian companies' efforts to bypass Western sanctions over Ukraine, Vkusno i tochka aims to replace imports of critical ingredients with locally produced products, Paroev said.

Not a good idea.

After opening 820 locations and spending millions of dollars on rebranding, Paroev said that the company is negotiating with the one remaining franchisee on joining the Vkusno i tochka brand.