Vkusno - i tochka

Background

Vkusno - i tochka (Вкусно — и точка) is a Russian fast food chain based mostly in former McDonald's restaurants, with a menu that largely consists of rebranded McDonald's items. McDonald's closed their Russian stores in response to the Russian invasion of Ukraine; Vkusno i Tochka restaurants mostly occupy former McDonald's restaurants that were sold to business magnate and entrepreneur Alexander Govor, who was a company licensee in Siberia.

On 8 March 2022, facing continued pressure due to the Russian invasion of Ukraine, McDonald's announced the temporary suspension of operation of its restaurants in Russia, while also announcing at the same time that it would continue to pay its employees in the country. The restaurants were taken over by Oleg Paroyev, and remained open as of mid-March 2022.

On 16 May 2022, the company decided to leave Russia altogether. On 27 May 2022, it was reported that McDonald's was selling its stores in Russia to a local licensee, Alexander Govor. Patent filings showed "Fun and Tasty" and "The Same One" as some of the possible brand names for the firm taking over McDonald's in Russia. Shortly after the announcement, the company replaced the McDonald's logo in favor of their own logo. The new name of the chain was later announced as Vkusno i tochka (Вкусно — и точка), translated as "Tasty and that's it". The legal entity remained the same but was renamed from McDonald's LLC to PBO System LLC, with Oleg Paroyev remaining as CEO.

On 12 June 2022, the restaurant chain reopened 15 restaurants in Moscow. The next day, the restaurant chain reopened 50 more restaurants in Moscow and the wider Moscow region.

Tag (July/August 2022-)

Visuals: A chili red circle zooms away on a green background and briefly spins clockwise onto upwards, where it 'slams' down the middle portion as two tilted orange bars with rounded corners on the upper-left and lower-right vertexes fade next to the circle and stand in their positions. "ВКУСНО — И ТОЧКА" rises in underneath them.

Variants:

Most of the time in advertisements, the name of the legal identity is included aswell as the TIN (taxpayer identification number) underneath and in a small size.
On a few advertisements, the logo animation is shortened.
Sometimes at the end of advertisements, the remaining result is engulfed on a transparent circle from the logo animation, before normally changing back to red.
On the first edition of Биг Хит Шоу, starting with an orange background, the logo, inside of a green circle zooms in and starts spreading out dark brown-beige colored drops (represented as seeds), with "представляет" appearing underneath.
On the beginning of the three episodes of Биг Спешиал Челлендж, an orange background is used, with the logo inside of a green circle simply zooming in the middle.
On the advertisement in partnership with the Семья вместе fund, the animation plays normally, until a white vertical bar suddenly appears and suddenly changes the logo's positions to the left, with the Семья вместе logo - an orange red graphic of a dad & mom of two kids with said text stacked in uppercase below - appearing on the right.
On the YouTube video titled "Пиномания — Милана Хаметова и Абрикоса", the company's name is omitted and the animation is adjusted to the center.
On the second edition of Биг Хит Шоу, starting with a peacoat background, a small green haze fades in, and the logo's symbol in a green circle fades in and zooms, then out. The closing version emits the green haze part and the logo stands still instead of fading away.
On advertisements during December, flowing snowflakes were added on the background, and the circle turns into an ornament for a brief period of time.
On advertisements during the May month, a "futuristic" look was added, where the animation is remade in CGI on a starfield with faint purple/blue haze, with the elements in a shiny metal texture. There is Cyrillic text underneath, varying from either "ЗВЁЗДНОЕ КОМБО С 6 МАЯ" or "ЗВЁЗДНОЕ КОМБО".

Technique: Flash animation.

Audio: The company's jingle, consisted of a person humming five times.

Audio Variants:

On some advertisements, a Russian person can be heard saying the company's name.
On the "Big Hit" advert, aswell as in the ending of the first edition of Биг Хит Шоу, a 5-note piano ditty rendition of the jingle replaces the former. A Russian person can be heard saying: "Только во Вкусно — и точка".
On the "Всё меняется, а любимый вкус бургеров - нет!" advert, a 5-note synth ditty rendition of the jingle replaces the former.
On the Kids Combo adverts, an adult woman and a girl imitate the jingle and replace the former.
On the YouTube video titled "Пиномания — Милана Хаметова и Абрикоса", an 8-bit rendition of the jingle replaces the former.
On advertisements during December, a windchime accompanies the jingle.
On advertisements during the May month, electronic sounds accompany the jingle.

Availability: Debuted on some advertisements during the period of either July or August of 2022. The logo animation also appeared on the aforementioned Биг Хит Шоу and Биг Спешиал Челлендж shows, aswell as the YouTube video "Пиномания — Милана Хаметова и Абрикоса".

◄	McDonald's

Vkusno - i tochka