Twenty Years Later: What McDonald’s In Russia Says About The Brand’s Future
Twenty Years Later: What McDonald’s In Russia Says About The Brand’s Future-
The lettuce magnate of Russia is named Mr. Semenov. He began as a modest lettuce grower outside of Moscow in 1990. Today he sells 150 different types of lettuce, is a wealthy man, and has subsequently transitioned into politics, serving in the Russian Parliament with the powerful United Russia party. Who does he have to thank for his success?
Ronald McDonald. And the McDonald’s brand.
This is the story of a brand that will to do McWhatever-It-Takes. When McDonald’s first moved into Russia, it had to start from scratch. There was no infrastructure. Nothing. For a company that typically purchases ingredients – lettuce, pickles, etc. – from local, privately-owned farms, McDonald’s found itself in a foreign country run by a complex government that didn’t encourage private businesses. So McDonald’s built its own facility: the McComplex, right outside of Moscow. Since then, McDonald’s has inspired enough private ventures to provide almost every ingredient the company needs to accommodate its menu.
For the complete article, read Twenty Years Later: What McDonald’s In Russia Says About The Brand’s Future
