Después de 32 años, McDonald’s acaba de hacer otro anuncio desgarrador

Entre todos los efectos secundarios menores de la invasión rusa de Ucrania, la decisión de McDonald’s de cesar sus operaciones en Rusia (sabia e inevitable como fue) realmente se destacó por su simbolismo.

Abrir un solo McDonald’s en Moscú durante la Guerra Fría requirió 14 años de negociaciones secundarias, que se remontan a los Juegos Olímpicos de Montreal de 1976. Luego, durante 32 años, a medida que la cadena creció a 800 tiendas McDonald’s en toda Rusia, el recuerdo de las primeras impresiones perduró.

Tal vez sea difícil de entender si no recuerdas esos días. Pero creo que incluso si solo ve la cobertura en ese momento (video incrustado a continuación), verá algo de cómo era, y cómo los ciudadanos soviéticos, que durante décadas estuvieron en gran medida aislados de la mitad del mundo, reaccionaron a la idea. poder comprar una hamburguesa americana en un restaurante americano de culto.

Fue épico. Y es por eso que muchos de nosotros esperábamos que cuando McDonald’s anunció a principios de este año que cerraría sus operaciones en Rusia, sería solo eso: una suspensión temporal.

Incluso como alguien que rara vez come en McDonald’s y nunca ha estado en Rusia, y probablemente nunca lo hará, el anuncio de la suspensión fue un poco desgarrador.

Pero entonces McDonald’s hizo otro anuncio hace apenas una semana. Continúa con la venta de todos sus restaurantes a un líder empresarial ruso que cambiará el nombre de toda la cadena y prohibirá los Arcos Dorados del país.

Y este nuevo anuncio fue aún más difícil de aceptar. Aquí está el anuncio oficial:

McDonald’s Corporation anunció hoy que ha llegado a un acuerdo de compra con su actual licenciatario, Alexander Govor. Según los términos del acuerdo, el Sr. Govor adquirirá toda la cartera de restaurantes de McDonald’s y operará los restaurantes bajo una nueva marca.

A partir de 2015, el Sr. Govor ha sido licenciatario de McDonald’s y ha operado 25 restaurantes en Siberia.

Ni McDonald’s ni la compañía de Govor, GiD LLC, revelaron los términos de la venta. Además de desarrollar un nuevo nombre y expandir la porción de su restaurante de 25 a más de 800 ubicaciones, Govor prometió mantener pronto a los ex empleados de McDonald’s en Rusia durante al menos dos años.

Por separado, el Ministerio de Industria y Comercio de Rusia comenzó a solicitar ideas para un nuevo nombre para la franquicia masiva, y los rusos sugirieron cosas como:

  • “McAlex” (supongo que lleva el nombre del nuevo propietario),
  • “McDuck” (que parece ser un término de la jerga rusa para McDonald’s, algo así como llamar a la cadena “Mickey-Ds” en los EE. UU.), o
  • “ZBurger” (que parece ser una referencia trolling a las cartas de reconocimiento Anti-Friendly Fire que se pusieron en los tanques rusos cuando invadieron Ucrania).

De todos modos, el CEO Christopher Kempczinski terminó su mensaje al “Familia Mc global‘ de los propietarios/operadores, empleados y proveedores de McDonald’s con un mensaje de esperanza:

Es imposible predecir lo que traerá el futuro, pero elijo terminar mi mensaje con el mismo espíritu que originalmente trajo a McDonald’s a Rusia: esperanza.

Así que no terminemos diciendo adiós. Digamos en cambio, como se hace en ruso… “Hasta que nos volvamos a ver”.

Pero, avanzando rápidamente, ya medida que la venta real y el cambio de marca parecen estar avanzando, el mensaje final de esperanza de Kempczinski parece cada vez más improbable.

¿El único rayo de luz que puedo ver hasta el final de los Arcos Dorados en Rusia? Es inspirador.

Si tiene un negocio, piense en McDonald’s en Moscú. Que cualquier cosa que construyas simbolice algo tan esperanzador y tan poderoso, y que nunca tengas que alejarte.

Quizás por última vez se vio el día en que abrió el primer McDonald’s en Moscú:

Las opiniones expresadas aquí por los columnistas de Heaven32 son propias y no de Heaven32.

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And that new announcement was even harder to bear. Here's the official announcement:

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McDonald's Corporation announced today that it has entered into a sale and purchase agreement with its existing licensee Alexander Govor.  Under this agreement, Mr. Govor will acquire McDonald's entire restaurant portfolio and operate the restaurants under a new brand.  

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Since 2015, Mr. Govor has served as a McDonald's licensee and has operated 25 restaurants in Siberia.

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Neither McDonald's nor Govor's company, GiD LLC, revealed terms of the sale. Besides coming up with a new name and expanding his restaurant stake from 25 to more than 800 outlets, Govor promised to retain soon-to-be-former McDonald's employees in Russia for at least two years.

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Separately, Russia's Ministry of Industry & Trade started soliciting ideas for a new name for the massive franchise, with Russians suggesting things like: 

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    \t

  • \"McAlex\" (named for the new owner, I suppose), 
  • \t

  • \"McDuck\" (which is apparently a slang Russian expression for McDonald's, sort of like calling the chain \"Mickey-Ds\" in the U.S.), or
  • \t

  • \"ZBurger\" (which seems a trolling reference to the anti-friendly-fire recognition letters pained on Russian tanks as they invaded Ukraine).

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Anyway, when McDonald's first announced its suspension of operations, and later when it announced it would try to find a buyer, CEO Christopher Kempczinski ended his message to the \"Global McFamily\" of McDonald's owner/operators, employees and suppliers, with a hopeful message: 

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It's impossible to predict what the future may hold, but I choose to end my message with the same spirit that brought McDonald's to Russia in the first place: hope.

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Thus, let us not end by saying, \"goodbye.\" Instead, let us say as they do in Russian ... \"Until we meet again.\"

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But, fast-forward just a short time, and with the actual sale and rebranding apparently going forward, Kempczinski's closing message of hope seems less and less likely.

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The only silver lining I can see to the end of the Golden Arches in Russia? It's an inspirational one.

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If you're running a business, remember the McDonald's in Moscow. May whatever you're building come to symbolize something as hopeful and powerful, and may you never have to walk away.  

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For the last time, perhaps, here's what it looked like on the day the first McDonald's opened in Moscow:

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