McDonald's Registers Over 50 New Trademarks in Russia Amid Speculation of Potential Return

Strategic Trademark Protection

Some experts suggest that McDonald's is registering these trademarks to safeguard its brand and prevent unauthorized use by third parties. This theory aligns with the company's earlier decision to withdraw from the Russian market in May 2022 following the geopolitical fallout from the Ukraine conflict. At the time, McDonald's sold its Russian assets to a local entrepreneur, who launched a new chain under the name “Vkusno — i Tochka” (“Tasty — Period”).

Speculation About a Return

Despite the official exit, the registration of new trademarks has reignited hopes among some consumers that McDonald's might reestablish its presence in Russia. Others, however, believe the move is merely a defensive strategy to protect intellectual property, particularly its menu items, from imitation.

McDonald’s Official Silence

To date, McDonald's has not commented on the trademark registrations or its future plans for the Russian market. Whether these filings signal a strategic shift or simply a legal precaution remains unclear.

The situation highlights the complex dynamics of global brands operating in politically sensitive markets, as well as the challenges of maintaining brand identity amid legal and economic uncertainties.