As Starbucks exits Russia, another symbol of American capitalism fades
, staffed by the same 62,000 employees. McDonald’s has been busy taking down all golden arches and related branding atop its restaurants—in a process it calls “de-Arching”.its decision to “exit and no longer have a brand presence in the [Russian] market”. The cafe chain said in a statement that it would continue to pay its 2,000 employees’ salaries for six months.
Coffee mugs are displayed in a basket in the newly opened Starbucks store in the Khimki-Mega shopping mall, near Moscow, Russia, on Sept. 6 2007.The path for Seattle-based Starbucks to enter Russia in 2007 was laid by pioneer McDonald’s, which opened its first ever store in Moscow’s Pushkin Square in what was then the Soviet Union in 1990. Hundreds of people queued to make their first ever order at the burger chain, where a Big Mac—or Bolshoi Mak locally—cost 3.
The arrival of McDonald’s—an iconic symbol of American capitalism—in the Soviet Union was emblematic of a wider thaw in Soviet-American tensions. After assuming the role of Soviet leader in 1985,began an unprecedented process of transformation in the country, involving democratizing the political system, lifting restrictions on freedom of expression, and partly decentralizing the economy.
Soviet customers stand in line outside the just opened first McDonald's in the Soviet Union on Jan. 31 1990 at Moscow's Pushkin Square.
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