Russia: the Big Mac of fast food

When McDonald’s opened its first Russian restaurant in Moscow’s Pushkin Square in 1990, you would have thought they were giving out the hamburgers for free. Despite frigid  February temperatures, Muscovites happily waited in line 10 hours to get a taste of their first Big Mac.

Now, 20 years, later a new crop of fast food chains are trying to replicate McDonald’s longterm success in Russia. (Its Pushkin location regularly ranks as the busiest McDonald’s in the world.) So will companies such as Wendy’s/Arby’s and Burger King be able to enjoy equal success?

Wendy’s/Arby’s franchiser said on Thursday that it would now open 192 restaurants in Russia over the next 10 years, or 12 more than originally planned.

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