Following the invasion of Ukraine, Russian businesses like Vkusno i tochka, which took over Western brands such as McDonald’s, are now actively working to prevent these companies from returning. Supported by the Kremlin, these brands argue that reintroducing Western firms would undermine their efforts to develop indigenous systems and products. New legislation being advanced in Russia seeks to make it legally more challenging for Western companies to reclaim their operations, thus reinforcing the Kremlin's strategy to maintain control over the market and shield local enterprises from foreign competition, raising concerns about investor confidence.
"We created our own IT systems, our own kitchen equipment, our own innovations - and if the brand returns, all of that becomes foreign again," he said.
The legislation would formalize the Kremlin's broader effort to permanently lock out foreign firms and protect Russian companies.
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