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Random history facts thread part 2: The first Mc Donald's in Soviet Russia.
The first Mc Donald's opened up in Soviet Russia on 31 January 1990. While the opening of a Mc Donald's store doesn't seem like a huge deal, it did mean volumes politically, culturally and economically.
Source: The Moscow Times
During the 1976 summer Olympics in Montreal, the CEO of Mc Donald's Canada - George Cohon met Soviet officials at the event and the idea of a Mc Donald's in Soviet Russia was born. Almost fourteen years later, the idea became a reality.
This was the period of Gorbachev's perestroika (restructuring of the Soviet political and economic system). The government was now trying increase interaction with the West and a part of it was letting western commercial culture access Russian markets.
Soviet Russia was not used to the kind of blingy consumerism that Mc Donald's offered. The concept of a fast food joint was very novel and intriguing for the Soviet populace.
On the 31st of January, when the first Mc Donald's opened in Moscow, it broke two previous records - one for having the largest customer footfall on the opening day (about 31000 people queued up that day) and the second one for the largest Mc Donald's (900 seats, 600 workers)
Pushkinskaya square, Moscow, 31 January 1991. (opening day) queues started from 4:30 A.M. The event was attended by many big names. Boris Yeltsin, who would later go on to become the first president of Russia, was also in attendance.
It should be noted that the Soviet lifestyle wasn't known for being luxurious. Average life was punctuated with lines at ration shops, minimum food options, unsmiling government officials and a gaping lack of consumer products that led people to make handmade solutions
the recruitment process was massive. About 35,000 Russians applied to work for the restaurant. Servers were asked to be friendly and cheerful, which was a sharp contrast to the uncouth attitude displayed by ration shop workers. Customers were surprised by the hospitality.
Smiling faces and greetings by the staff were a revolutionary concept. The staff was later told to smile less because people weren't used to it.
At that time, a big mac costed 3.75 rubles. This was a very significant amount for the average Russian. People saved up ardently for a single burger. Some even took home the packaging and reused it or showed it off to others.
This is an account from a russian who recounts her memories about the opening day.
Source: The Washington Post
Source: The Washington Post
The chain was supposed to open in the Soviet land during the 1980 Olympics but many officials vehemently denied the proposal stating that it would be an embarrassment to endorse an American brand. Mc Donald's was, after all, a blatant symbol of capitalism and consumerism.
While it may seem insignificant, the opening of McDonald's was a message to citizens and the world. A message that Soviet Russia was open to liberalisation, to embrace western culture and most importantly, to consider capitalism.
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