Vkusno i Tochka, a Russian copycat, filled the void after McDonald’s Corp. sold its restaurants to a local franchisee. The combination of western classics and local expertise show how Russian knock-offs have been digging in, and similar strategies at some other copycats are designed to preempt the original brands from trying to reclaim their standing among Russia’s 140 million consumers. With no end to the war in Ukraine in sight, the conditions for big consumer companies to return to Russia are still too risky, giving more time for Russian rivals to prepare. Eleanor Thornber reports.
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