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Article: CASE STUDY: McDonald's Russia.(food shortages )
- Article from:
- Brand Strategy
- Article date:
- November 2, 2005
CopyrightCOPYRIGHT 2005 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When McDonald's Russia opened in Pushkin Square, Moscow, on 31 January 1989, a two-hour-long queue snaked out of the doors. The minor miracle was that, of the 40,000 customers through the golden arches that day (and almost every day since), none went away empty-handed.
In a country where food shortages were the norm and queuing a national pastime, Russians marvelled at the constant supply. "As a student, every time I went I was amazed to get the same burger and the same fries," recalls Interbrand Moscow's director Irina Solovievo. "And they never ran out."
While running out of food would have been par for the course in Moscow, it would have been ...