Opening of the first McDonald's in Moscow: date, address

2024 Author: Isabella Gilson | [email protected]. Last modified: 2023-12-17 03:14

The appearance of this restaurant in the USSR is regarded by many as one of the extraordinary events of the Soviet era. Moreover, the opening of the first McDonald's in Moscow is considered a political event - a country that has lived behind the Iron Curtain for a long time has finally opened its doors to foreign business. Along with him, other Western values poured into the Russian Federation. When did the first McDonald's appear in Moscow? How was its discovery? We will try to answer these questions in our article.

How old is McDonald's in Moscow?

McDonald's (the world famous fast food restaurant) appeared in the Soviet Union more than twenty-five years ago. The first restaurant of the chain was opened in Moscow on January 31, 1990. The cold morning of that day was marked by an important event in the history of the country. In addition to everything, the uniqueness of this event lies in the fact that the restaurant on the street. Bolshaya Bronnaya, 29,turned out to be not only the first network establishment opened in the USSR, but also the last. The restaurants that followed him were opening in another country.

How was it?

According to eyewitnesses, on this day a huge queue formed at the entrance to the restaurant. The McDonald's philosophy of quick service and minimum waiting times has collapsed. For the Soviet citizens, who gathered in a line of many thousands at the first McDonald's in Moscow, it was a kind of attraction never seen before.

On the first day of operation, the restaurant served more than 30 thousand visitors. The expected flow of customers of 1 thousand people was exceeded 30 times. Not only was a record set for the first working day of Mcdonald’s in Russia, but also a world record in the chain’s history.

About details

The windows of the institution, while it was still under construction, were covered with paper, and what was inside could only be assumed. There were no images of the future interior. Nothing could be learned from the press about what the "innards" of the future overseas curiosity would be like. The Internet had not yet been heard of. But, as eyewitnesses testify, for Soviet citizens, a flashy red and yellow sign was quite enough to get a fairly strong impression. Indeed, in those days, the very combination of such bright colors was extremely unusual and amazing.

Participants in the grand opening of the first McDonald's in Moscow say that the queue to the restaurant began to formalready at three in the morning. The opening was scheduled for ten. That morning, on the last day of January 1990, people who came to the meeting with overseas sandwiches were already able to see the beautifully illuminated interior of the coveted institution. The camouflage paper was removed, revealing a realm of plastic, unreal colors, neat furniture bolted to the floor, and a plastic clown at the back of the room. People all came up, asked when it would open, settled down and froze with everyone in anticipation.

About eight o'clock the police began to pull up, a corridor lined with iron barriers appeared for the queue. Journalists showed up with dictaphones and notepads. A few minutes before the opening, a bus with children from the orphanage was brought. It was they who became the very first visitors to McDonald's, who got free drinks and hamburgers. By the time of the opening, the crowd already numbered in the thousands. Not everyone from their place could see the treasured moment of cutting the red ribbon. After the pupils of the orphanage were launched, a short pause was made, during which the kids were served. Then people from the queue were allowed into the restaurant. At the entrance, beaming with a joyful smile, George Cohan, the head of the Canadian branch of McDonald's, which opened this Moscow outlet, greeted and shook hands with them.

First Impressions

The world's largest restaurant was opened at that time in the very center of Moscow. His discovery was simply doomed to success. On the site of the former cafe "Lira" (Bolshaya Bronnaya st., 29), Yugoslav builders erected an institution for 900 seatsseats (outside and inside).

People stood, by their own admission, with their mouths open. With surprise and admiration, they looked at the luminous menus, read the words new to the Soviet people, and sadly wondered how much American food would last their modest finances. Students (and there were quite a few of them) pooled together cheeseburgers, Big Macs, French fries, Sprite, Coke. Together they shared and ate everything jointly acquired. I definitely liked the food. After tasting the sprite, we came to the conclusion that the drink resembles our “Bell Bell” – just as tasty and transparent, but only more expensive.

According to people's recollections, the toilet at McDonald's made the strongest impression on the Soviet consumer. All those who came, whether they needed it or not, tried to visit it. According to the stories, the first impression of those who entered was that they were on some kind of spaceship. The main miracle for many was the process of issuing (free!) liquid soap.

A strong impression on Soviet citizens who first visited an overseas catering establishment was also made by plastic dishes (mini-spoons, cups,) napkins and other attributes, each of which was written that the item was made specifically for the McDonald's restaurant. This, in the eyes of people, gave the gizmos a certain value.

About pricing

Prices in the institution, according to eyewitnesses, were very expensive. In 1990, the cost of products at McDonald's was:

• Big Mac - 3rub. 75 kopecks;
• "File-o-fish" - 3 rubles. 25 kopecks;
• "Double Cheeseburger" - 3 rubles;
• "Single Cheeseburger" - 1 rub. 75 kopecks;
• Hamburger - 1 rub. 60 kopecks

The average salary at that time was about 150 rubles, a monthly pass - 3 rubles.

About the causes of unprecedented excitement

Why did the opening of the first McDonald's in Moscow make such a splash among the residents of the capital? Reflecting on this issue, it should be noted that in our time, the opening of new restaurants in various regions of the country is becoming a very significant event by local standards. And then the time was completely different: it was distinguished by eternal shortages and empty store shelves. The country was on the verge of change. On the streets, people protested openly. Something is about to happen, some event was bound to break the overflowing cup of everyone's expectations.

But although in the early 90s the process of democratization gained quite a confident pace, everyone understood that the ruling elite could still turn the country in the opposite direction. Therefore, the news about the appearance of an island of the bourgeois world in the very center of the capital was perceived by citizens as a significant event, confirming that there would be no turning back.

While the project was just being discussed, many were skeptical about it: they could not believe that they would just let “foreigners” into the center of our Motherland just like that. But when renovations began at the Lira cafe, a luminous yellow emblem appeared, everyone realized that these were not rumors. Many Muscovites specially came to look atfuture overseas restaurant. The contrast between Moscow in the early 1990s, where everything was ragged and gray, shortages and long lines reigned, and an island of overseas life that opened up, in which everything is bright and beautiful, plentiful and accessible, everyone smiles at you, was striking. According to eyewitnesses, the opening of the first McDonald's in Moscow had the effect of an exploding bomb.

How it all began

The expansion of the McDonald's network to the territory of the USSR was initiated by the Canadian division of the famous company. The leader of the process was George Cohon. Negotiations lasted for 13 years. The price of the appearance of McDonald's establishments in the Soviet market is $50 million investment.

In 1988, two years before the opening of the first restaurant, the corporation received permission from the Soviet government and the Communist Party of the Soviet Union to develop a business in the country. Initially, all profits had to be divided between the company and the Soviet government. Later, all rights were purchased by the corporation.

Secrets of success

McDonald's Russia has built a completely independent organization with its own potato farms, processing plants, factories producing hamburger buns, meat and apple pies and other products for restaurants.

As it turned out, potatoes grown in Russia did not fit the company's standards, so we had to bring in specialists, as well as stock up on special tubers for planting.

Payment at McDonald'saccepted exclusively in rubles, which cost practically nothing outside the country. The situation in the USSR was difficult; one could not count on quick profits. But the company worked for the future. The costs paid off with interest when the economy in Russia began to develop.

Our time

It's been many years since then. "McDonald's" now you will not surprise anyone, they are everywhere. Today, in the middle of 2018, 686 chain establishments have been opened in various cities of the Russian Federation. In at least 306 of them you can buy "Makzavtrak", in 292 restaurants visitors are served according to the "Makavto" system, in 75 establishments there are "MakKafe", 194 restaurants are chosen by guests for birthday parties, 229 for children's matinees, in 83 open days are regularly held. doors.

For 25 years of operation, McDonald's has received over 3 billion guests in Russia. The institution today is one of the most famous fast foods, a symbol of modern fast food. The largest number of chain restaurants is located in Moscow and St. Petersburg.

What is the first McDonald's today?

In the years that have passed since the opening of the first McDonald's, a lot has changed both in the capital and the country as a whole, and in the institution itself on Pushkinskaya. Interior design has become more concise and functional. The clumsy colorful design of the facade has disappeared, the plastic clown on the bench, so remembered by the first visitors of the restaurant, has disappeared. The logo has changed. Once upon a time, 25 years ago, an American restaurant with its glow in the gray darknessthe signboard was the most striking spot in the capital. Today, the American diner can simply be overlooked against the backdrop of a Las Vegas glowing boulevard.

And yet, thanks to the presence of a bright interior, beautiful staff uniforms, cleanliness, soft comfortable sofas, quiet calm music, fast service, high-quality and tasty food, home delivery, McDonald's in Moscow, and throughout country, is very popular.

Today the restaurant's menu includes:

• several types of "Big Mac" - a signature sandwich with chicken, meat, fish, cheese;
• sandwiches (hamburgers, cheeseburgers, etc.);
• French fries and baked;
• salads;
• all kinds of pies;
• milkshakes, juices, coffee, tea;
• desserts.

There is always an abundance of soft drinks and great ice cream. Services provided by the McDonald's chain of restaurants in Moscow: home delivery of food and drinks, Wi-Fi, coffee to go, McCafe, business lunch, breakfasts, summer terrace, self-service kiosks, payment by card. Average bill size: 200-500 rubles. As in all McDonald's establishments, the restaurant on Bolshaya Bronnaya is non-smoking and non-alcoholic.