McDonald’s is looking to expand its footprint in Russia by increasing its store count by 15%, or about 40 new locations, in an effort to tap the growing demand for fast food. McDonald’s competes with Wendy’s, Subway, Burger King, and Yum! Brands in the fast food market and is the market leader with about 19% share. The company also competes with Starbucks in the specialty coffee market.
The increasing disposable incomes, large populations and favorable demographics of emerging markets like Russia, China and India provide a unique opportunity for global fast food chains to expand. To get a better foothold in the fast growing Russian fast food market, McDonald’s is planning to increase its investments in Russia.