The end of McDiplomacy
There were lengthy queues around the Soviet block when the first McDonald’s in Russia opened on Moscow’s Pushkin Square in 1990. After 14 years of negotiations, customers were promised: “If you can’t go to America, come to McDonald’s in Moscow,” and branches quickly spread throughout the country. Now, the invasion of Ukraine has put McDonald’s on the frontline. After suspending operations in Russia in March, the company has announced it is closing all 850 of its outlets in the country for good due to the “humanitarian crisis” and “unpredictable operating environment”. This is an incredibly significant move, with far-reaching economic and political implications. For decades, the meals McDonald’s have served have been happy not only because of the cheap plastic toys they entice young customers with, but because the fast food chain symbolised…