A new name has been developed for the McDonald’s restaurant chain in Russia and will be announced later on, according to Russian media reports on Monday.
Izvestia newspaper reported on Monday, citing an unnamed person with the knowledge of matter, that the Latin letters ‘Mc’ will be used as a sign for the restaurant chain, while M can remain branded. The menu in the restaurants will not change conceptually, the source also said, specifying that the names of the dishes could stay as close as possible to the classic McDonald’s menu.
However, McDonald’s General Director in Russia Oleg Paroyev has told TASS news agency that the worldwide logo – the golden arches of the letter M on a red background – will be removed from the rebranded restaurants.
“The yellow M will not be kept in the restaurant design, that’s 100 percent. The name ‘Mc’ is not even considered,” he said. “Retaining the yellow M is not considered as it clearly indicates affiliation with McDonald’s,” Paroyev explained, adding: “the new enterprise cannot operate under the old brand.”