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The Big Mac has been hungry since McDonald’s closed its Russian restaurants in March, and starting next year Russians will have the option of an alternative to the burger chain’s successor – the “Big Hit”. Russian fast-food chain Vkusno & tochka, or “Tasty & that’s it,” has announced that Big Hit, served with a new signature sauce, will be available in February — and a similar offering to McDonald’s Happy Meal will also be on the menu.
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Shortly after Moscow invaded Ukraine in February, McDonald’s closed its Russian restaurants, eventually selling them to local franchisee Alexander Govor, who launched the new brand in June.
Vkusno & Tochka CEO Oleg Paroev said the company had overcome supply chain issues and expanded its share in a market traditionally dominated by foreign chains.
According to Sky News, Oleg Paroev explained that the colors and products that Vkusno & tochka can use are limited, and the company can no longer serve Big Mac burgers or use McDonald’s-style sauces.
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“[The Big Hit]has its own sauce with slightly different ingredients and a different layout of ingredients, but in terms of quality and taste, it’s very good,” says Oleg Paroev.
“We hope that Russian consumers will love Big Hit and that it will become a symbol of Vkusno & tochka, just like the Big Mac is a symbol of McDonald’s,” he added.
Since buying McDonald’s restaurants in Russia, Alexander Govor has bought the Russian operations of Finnish packaging company Huhtamaki and a logistics company that will be renamed “Logistics & that’s it”.
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