Russia – The Fast Food Market
With provocative advertising videos featuring nude models at a sauna and a grumpy airport border guard, Burger King, one of the largest fast food corporations in the world, has established a presence in Russia by opening two restaurants in Moscow. The company, which operates more than 12,000 restaurants in 73 countries, is entering the Russian market as a part of its expansion strategy in Europe, Middle East and Africa.
Claiming that Russia is “an exciting, active market with a vibrant economy,” Burger King’s executive management is quite optimistic about the company’s prospects. “We believe that our brand’s entry into Russia exemplifies our company’s commitment to diversifying our global restaurant portfolio and represents a milestone in our expansion strategy in the region,” said John Chidsey, the chairman and CEO of the Burger King Corporation. “More than 80 percent of our net restaurant growth is realized in international markets, and we are pleased with our new strategic market entry into Russia and its future expansion potential.”
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