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Wednesday, March 22, 2023

In Belarus McDonald’s becomes “Delicious – period”

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McDonald’s restaurants in Belarus will be renamed “Delicious – period” under a deal announced on Friday, five months after the US fast-food chain left Minsk’s ally, Russia, over its incursion into Ukraine, Reuters reported.

Under the deal, the 25 McDonald’s restaurants in Belarus, all operated by a local licensee, will be rebranded as “Delicious – period”. The former McDonald’s sites in Russia, which were purchased by a local operator in May, now operate under the same name, after the chain decided to end its business in the country due to the war in Ukraine.

“Due to extensive local supply issues, it is no longer possible for our licensee to continue operating in Belarus,” the US company said, explaining that “as a result, the licensee will no longer carry the McDonald’s name or serve our menu “.

“Tasty – and tochka” said that the decision to position itself in both countries will allow more than 2,000 jobs to be preserved in Belarus, “while continuing to fulfill all previous commitments to employees.”

The rebranding of Belarusian fast food outlets is expected to happen within “a few weeks”. Until then, they will continue to operate under the McDonald’s name.

Chain store in Russia. Photo: EPA/YURI KOCHETKOV

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