After the departure of the American fast food chain McDonald's, the company that took over the restaurants in Belarus announced their renaming to "Mak.by", in order to clearly distinguish them from those in neighboring Russia.
Until recently, it had been decided that the former McDonald's in Belarus would be renamed "Vkusno & tochka", as has already been done in Russia. However, for unknown reasons, plans changed.
Last November, McDonald's announced its departure from the Belarusian market, citing supply chain issues. "The chain's stores will no longer operate as McDonald's and will not serve our menu," they had emphasized.
The multinational fast food chain was one of the first Western firms to leave Russia following the start of the war in Ukraine and the subsequent sanctions against Moscow. The new owner, Alexander Gorov, renamed the restaurants to "Vkusno & tochka", accepting modifications to the commercial brand and the names of the offered dishes.
In Belarus, the new owner adopted "Mak.by" as the name among approximately 1,500 suggestions from customers and employees. However, the association with the well-known chain is evident, despite the change of logo and menu.
Last month, Belarusian President Alexander Lukashenko revealed that he personally intervened in the renaming process, even though he had expressed contemptuous comments about the chain, which operates in more than 100 countries around the world. "We can offer just as much as McDonald's - for those who want it - and even better! (...) Do you think we don't have anyone who can cut a bun in half and put a piece of meat, potatoes, and a little salad in between?" he said at the time.
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