Once a Powerful Symbol in Russia, McDonald’s Withdraws

Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union on its opening day, in Moscow, Wednesday, Jan. 31, 1990. (AP)
Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union on its opening day, in Moscow, Wednesday, Jan. 31, 1990. (AP)
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Once a Powerful Symbol in Russia, McDonald’s Withdraws

Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union on its opening day, in Moscow, Wednesday, Jan. 31, 1990. (AP)
Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union on its opening day, in Moscow, Wednesday, Jan. 31, 1990. (AP)

Two months after the Berlin Wall fell, another powerful symbol opened its doors in the middle of Moscow: a gleaming new McDonald’s.

It was the first American fast-food restaurant to enter the Soviet Union, reflecting the new political openness of the era. For Vlad Vexler, who as a 9-year-old waited in a two-hour line to enter the restaurant near Moscow’s Pushkin Square on its opening day in January 1990, it was a gateway to the utopia he imagined the West to be.

“We thought that life there was magical and there were no problems,” Vexler said.

So it was all the more poignant for Vexler when McDonald’s announced it would temporarily close that store and nearly 850 others in response to Russia’s invasion of Ukraine.

“That McDonald’s is a sign of optimism that in the end didn’t materialize,” said Vexler, a political philosopher and author who now lives in London. “Now that Russia is entering the period of contraction, isolation and impoverishment, you look back at these openings and think about what might have been.”

McDonald’s said in a statement that “at this juncture, it’s impossible to predict when we might be able to reopen our restaurants in Russia.” But it is continuing to pay its 62,500 Russian employees. The company said this week that it expects the closure to cost around $50 million per month.

Outside a McDonald’s in Moscow last week, student Lev Shalpo bemoaned the closure.

“It’s wrong because it was the only affordable place for me where I could eat,” he said.

Just as McDonald’s paved the way for other brands to enter the Soviet market, its exit led to a cascade of similar announcements from other US brands. Starbucks closed its 130 outlets in Russia. Yum Brands closed its 70 company-owned KFC restaurants and was negotiating the closure of 50 Pizza Huts that are owned by franchisees.

McDonald’s entry into the Soviet Union began with a chance meeting. In 1976, McDonald’s loaned some buses to organizers of the 1980 Moscow Olympics who were touring Olympic venues in Montreal, Canada. George Cohon, then the head of McDonald’s in Canada, took the visitors to McDonald’s as part of the tour. That same night, the group began discussing ways to open a McDonald’s in the Soviet Union.

Fourteen years later, after Soviet laws loosened and McDonald’s built relationships with local farmers, the first McDonald’s opened in downtown Moscow. It was a sensation.

On its opening day, the restaurant’s 27 cash registers rang up 30,000 meals. Vexler and his grandmother waited in a line with thousands of others to enter the 700-seat store, entertained by traditional Russian musicians and costumed characters like Mickey Mouse.

“The feeling was, ‘Let’s go and see how Westerners do things better. Let’s go and see what a healthy society has to offer,’” Vexler said.

Vexler saved money for weeks to buy his first McDonald’s meal: a cheeseburger, fries and a Coca-Cola. The food had a “plasticky goodness” he had never experienced before, he said.

Eileen Kane visited the original McDonald’s often in 1991 and 1992 when she was an exchange student at Moscow State University. She found it a striking contrast from the rest of the country, which was suffering frequent food shortages as the Soviet Union collapsed.

“McDonald’s was bright and colorful and they never ran out of anything. It was like a party atmosphere,” said Kane, who is now a history professor at Connecticut College in New London, Connecticut.

McDonald’s entry into the Soviet Union was so groundbreaking it gave rise to a political theory. The Golden Arches Theory holds that two countries that both have McDonald’s in them won’t go to war, because the presence of a McDonald’s is an indicator of the countries’ level of inter-dependence and their alignment with US laws, said Bernd Kaussler, a political science professor at James Madison University in Harrisonburg, Virginia.

That theory held until 2014, when Russia annexed Crimea, Kaussler said.

Kaussler said the number of countries now withdrawing from Russia, and the speed with which they acted, is unprecedented. He thinks some - including McDonald’s - might calculate that it's unwise to reopen, which would leave Russia more isolated and the world less secure.

“As the Russian economy is becoming less inter-dependent with the US and Europe, we basically have fewer domestic economic factors that could mitigate current aggressive policies,” Kaussler said.

Vexler said the admiration for the West that caused Russians to embrace McDonald’s three decades ago has also shifted. Russians now tend to be more anti-Western, he said.

Anastasia Chubina visited a McDonald’s in Moscow last week because her child wanted one last meal there. But she was indifferent about its closure, suggesting Russians will get healthier if they stop eating fast food.

“I think we lived without it before and will live further,” she said.

Entrepreneur Yekaterina Kochergina said the closure could be a good opportunity for Russian fast-food brands to enter the market.

“It is sad, but it’s not a big deal. We’ll survive without McDonald’s,” she said.



Little Hope in Gaza that Arrest Warrants will Cool Israeli Onslaught

Palestinians gather to buy bread from a bakery, amid the Israel-Hamas conflict, in Khan Younis, in the southern Gaza Strip November 22, 2024. REUTERS/Hussam Al-Masri Purchase Licensing Rights
Palestinians gather to buy bread from a bakery, amid the Israel-Hamas conflict, in Khan Younis, in the southern Gaza Strip November 22, 2024. REUTERS/Hussam Al-Masri Purchase Licensing Rights
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Little Hope in Gaza that Arrest Warrants will Cool Israeli Onslaught

Palestinians gather to buy bread from a bakery, amid the Israel-Hamas conflict, in Khan Younis, in the southern Gaza Strip November 22, 2024. REUTERS/Hussam Al-Masri Purchase Licensing Rights
Palestinians gather to buy bread from a bakery, amid the Israel-Hamas conflict, in Khan Younis, in the southern Gaza Strip November 22, 2024. REUTERS/Hussam Al-Masri Purchase Licensing Rights

Gazans saw little hope on Friday that International Criminal Court arrest warrants for Israeli leaders would slow down the onslaught on the Palestinian territory, where medics said at least 24 people were killed in fresh Israeli military strikes.

In Gaza City in the north, an Israeli strike on a house in Shejaia killed eight people, medics said. Three others were killed in a strike near a bakery and a fisherman was killed as he set out to sea. In the central and southern areas, 12 people were killed in three separate Israeli airstrikes.

Meanwhile, Israeli forces deepened their incursion and bombardment of the northern edge of the enclave, their main offensive since early last month. The military says it aims to prevent Hamas fighters from waging attacks and regrouping there; residents say they fear the aim is to permanently depopulate a strip of territory as a buffer zone, which Israel denies.

Residents in the three besieged towns on the northern edge - Jabalia, Beit Lahiya and Beit Hanoun - said Israeli forces had blown up dozens of houses.

An Israeli strike hit the Kamal Adwan Hospital in Beit Lahiya, one of three medical facilities barely operational in the area, injuring six medical staff, some critically, the Gaza health ministry said in a statement, Reuters reported.

"The strike also destroyed the hospital's main generator, and punctured the water tanks, leaving the hospital without oxygen or water, which threatens the lives of patients and staff inside the hospital," it added. It said 85 wounded people including children and women were inside, eight in the ICU.

Later on Friday, the Gaza health ministry said all hospital services across the enclave would stop within 48 hours unless fuel shipments are permitted, blaming restrictions which Israel says are designed to stop fuel being used by Hamas.

Gazans saw the ICC's decision to seek the arrest of Israeli leaders for suspected war crimes as international recognition of the enclave's plight. But those queuing for bread at a bakery in the southern city of Khan Younis were doubtful it would have any impact.

"The decision will not be implemented because America protects Israel, and it can veto anything. Israel will not be held accountable," said Saber Abu Ghali, as he waited for his turn in the crowd.

Saeed Abu Youssef, 75, said even if justice were to arrive, it would be decades late: "We have been hearing decisions for more than 76 years that have not been implemented and haven't done anything for us."

Since Hamas's October 7th attack on Israel, nearly 44,000 Palestinians have been killed in Gaza, much of which has been laid to waste.

The court's prosecutors said there were reasonable grounds to believe Prime Minister Benjamin Netanyahu and former Defense Minister Yoav Gallant were criminally responsible for acts including murder, persecution, and starvation as a weapon of war, as part of a "widespread and systematic attack against the civilian population of Gaza".

The Hague-based court also ordered the arrest of the top Hamas commander Ibrahim Al-Masri, also known as Mohammed Deif. Israel says it has already killed him, which Hamas has not confirmed.

Israel says Hamas is to blame for all harm to Gaza's civilians, for operating among them, which Hamas denies.

Israeli politicians from across the political spectrum have denounced the ICC arrest warrants as biased and based on false evidence, and Israel says the court has no jurisdiction over the war. Hamas hailed the arrest warrants as a first step towards justice.

Efforts by Arab mediators Qatar and Egypt backed by the United States to conclude a ceasefire deal have stalled. Hamas wants a deal that ends the war, while Netanyahu has vowed the war can end only once Hamas is eradicated.