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. Together with him, other Western values ​​poured into the Russian Federation. When did the first McDonalds appear in Moscow? How did it open? 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 this day was marked by an important event in the history of the country. In addition, 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 institution opened in the USSR, but also the last. The restaurants following it were opening in another country.
How it was?
According to eyewitnesses, that day a huge queue formed at the entrance to the restaurant. The McDonald's philosophy, based on the principles of fast service and minimal waiting time, collapsed. For Soviet citizens who gathered in the thousands of queues for the first McDonald's in Moscow, it was a kind of attraction, unprecedented to date.
On the first day, the restaurant served more than 30 thousand visitors. The expected customer flow of 1 thousand people was exceeded 30 times. Not only was McDonald’s first working day record set in Russia, but also a world record in network history.
About Details
The windows of the establishment, while it was still under construction, were sealed with paper, and what was inside could only be imagined. There were no any images of the future interior. Nothing could have been learned from the press about what the “insides” of the future overseas curiosity would be. About the Internet then did not hear. But, as eyewitnesses testify, for Soviet citizens and a screaming red-yellow sign was enough to get a strong enough impression. Indeed, in those days, the very combination of such bright colors was extremely unusual and striking.
Participants in the grand opening of the first McDonald’s in Moscow say that the line to the restaurant began to form at three in the morning. The opening was scheduled for ten. That morning, on the last day of January of the 90th, people who came to meet with overseas sandwiches were already able to see the beautifully illuminated interior of the coveted establishment. The camouflage paper was removed, and the realm of plastic, unreal colors, neat furniture screwed to the floor, and a plastic clown in the back of the room appeared. People all came up, asked when it would open, attached themselves, and froze together with everyone in anticipation.
At about 8 o’clock the police began to pull themselves up, and a corridor built from iron barriers appeared for the line. Journalists showed up with voice recorders and notebooks. A few minutes before the opening they brought a bus with children from the orphanage. They were the very first visitors to the McDonald's who got free drinks and hamburgers. By the time of opening, the crowd already numbered thousands of people. Not everyone from their place was able to see the cherished moment of cutting the red ribbon. After the inmates of the orphanage were launched, a short pause was made, during which the children were served. Then, people from the line began to be allowed into the restaurant. At the entrance, beaming with a joyful smile, George Cohan, the head of the Canadian branch of McDonald's, who opened this Moscow point, greeted and shook hands with those entering.
First impressions
In the very center of Moscow, the largest restaurant in the world was open at that time. His discovery was simply doomed to success. On the site of the former Lira cafe (29 Bolshaya Bronnaya St.), Yugoslav builders erected an institution with 900 seats (inside and out).
People stood, by their own confessions, mouths open. With astonishment and admiration they looked at the luminous menus, grasped the words new to the Soviet man, and sadly wondered how much American food their modest finances would have enough. Students (and there were a lot of them) bought cheeseburgers, Big Macs, french fries, sprite, and cola. Together they shared and ate everything jointly acquired. The food definitely liked it. After the sprite was tasted, we came to the conclusion that the drink resembles our "Bell" - the same tasty and transparent, but only more expensive.
According to people's recollections, the McDonald's toilet made the strongest impression on the Soviet consumer. All those who came, whether they needed it or not, tried to visit him. According to the stories, the first impression of those who entered was that they got 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 said that the item was made specifically for the McDonald's restaurant. This in the eyes of people gave the gizmos a certain value.
About rates
Prices in the institution, according to eyewitnesses, were very expensive. In 1990, the cost of production at McDonald's was:
- "Big Mac" - 3 rubles. 75 kopecks .;
- Filet-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., Monthly travel - 3 rubles.
About the reasons for unprecedented excitement
Why did the opening of the first McDonalds in Moscow create such a sensation 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: he was distinguished by an eternal deficit and empty store shelves. The country was on the verge of change. On the streets, people rallied openly. Something was about to happen, some event was bound to break the overflowing bowl of universal expectations.
But although in the beginning of the 90s the process of democratization gained a quite confident course, everyone understood that the ruling elite could still turn the country in the opposite direction. Therefore, the news of the appearance in the very center of the capital of the islet of the bourgeois world was perceived by citizens as a significant event, confirming that there will be no turning back.
While the project was just being discussed, many were skeptical about it: I could not believe that it would be so easy to let “abroad” into the center of our Motherland. But when the repair began in the Lira cafe, a luminous yellow emblem appeared, everyone understood that it was not a rumor. Many Muscovites specially came to see the future overseas restaurant. The contrast between Moscow in the early 90s, where everything was tattered and gray, reigned shortages and huge lines, and the opened island of overseas life, 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 produced the effect of an exploding bomb.
How it all began
The expansion of the McDonald's network into the USSR was initiated by the Canadian division of the famous company. The process was led by George Coghon. Negotiations lasted for 13 years. The cost 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 obtained permission from the Soviet government and the CPSU to launch business in the country. Initially, all the profits had to be divided between the company and the Soviet government. Later, all rights were redeemed by the corporation.
Secrets of Success
McDonalds in Russia built a completely independent organization with its own potato supply farms, processing enterprises, factories producing hamburger buns, meat and apple pies, and other restaurant products.
As it turned out, potatoes grown in Russia did not fit the standards of the company, so we had to import specialists, as well as stock up on special tubers for planting.
Payment at McDonalds was accepted exclusively in rubles, which cost almost 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. Costs paid off more than when the economy in Russia began to develop.
Nowadays
Many years have passed since then. You won’t surprise anyone with the McDonalds, they are everywhere. Today, in mid-2018, 686 network establishments were opened in various cities of the Russian Federation. At least 306 of them can be bought “Makzavtrak”, in 292 restaurants visitors are served according to the “Makavto” system, in 75 establishments there are “MakKafe”, 194 restaurants choose guests for birthday parties, 229 - children's morning performances, in 83 open days are regularly held doors.
Over 25 years of operation, McDonald's in Russia has received over 3 billion guests. The institution today is one of the most famous fast foods, a symbol of modern fast food. The largest number of restaurants in the chain are located in Moscow and St. Petersburg.
What is the first McDonald's today?
Over the years since the opening of the first McDonalds, much has changed both in the capital and the country as a whole, and in the institution on Pushkinskaya. Interior decoration has become more concise and functional. The clumsy colorful design of the facade disappeared, there was no plastic clown on the bench, so remembered by the first visitors to the restaurant. The logo has changed. Once, 25 years ago, an American restaurant with its sign glowing in the gray darkness was the brightest spot in the capital. Today, an American diner can simply not be seen against the background of the las Vegas glowing boulevard.
And yet, due to the presence of a bright interior, a beautiful uniform of employees, cleanliness, soft comfortable sofas, quiet calm music, fast service, high-quality and tasty food, home delivery, McDonalds in Moscow, and throughout the country, is very popular .
Today, the menu of the institution includes:
- several types of "Big Mac" - branded sandwich with chicken, meat, fish, cheese;
- sandwiches (hamburgers, cheeseburgers, etc.);
- french fries, as well as baked;
- salads;
- all kinds of pies;
- milkshakes, juices, coffee, tea;
- Dessert.
Cold drinks and great ice cream are always plentiful. Services provided by the McDonald's restaurant chain in Moscow: home delivery of food and drinks, Wi-Fi, coffee to go, McCafe, business lunch, breakfast, summer terrace, self-service kiosks, card payment option. The size of the average bill: 200-500 rubles. As in all McDonald's establishments, they do not smoke or drink alcohol in the restaurant on Bolshaya Bronnaya.