News / Europe

Wendy's Opens First Fast-Food Restaurant in Russia

Wendy's Russia workers pose out side of the new restaurant in Moscow, August 2011
Wendy's Russia workers pose out side of the new restaurant in Moscow, August 2011

Wendy’s has opened its first restaurant in Russia, the burgers, fries and even the ice cream drink make you feel just like you are in the United States. But Russia’s rendition of the company’s wholesome red-headed icon, Wendy, is raising some eyebrows.

It was not too long ago in Russia that choice was a dirty word, as this Wendy’s commercial from the 1980s suggests. So anything American in Russia was a big deal.

Like when the very first fast-food restaurant - McDonald's - opened in Russia here on Pushkin Square in 1990.

"It was an incredible deal. I was here," said advertising executive John Rose, owner of Rose Creative Strategies in Moscow. "First of all you have got to remember there were no restaurants, really, in Moscow at the time; very few brands. The excitement it caused was incredible. People did not have a lot of money, and the idea that they could get a Western meal for that kind of money was something special."

But that was then. Now McDonalds operates 279 restaurants throughout the country. Add Papa John’s pizza, Subway and Burger King, among others, to the mix and that means being an American company is not as exciting as it used to be.

New approach at Moscow restaurant

Victoria Hargrave, senior international projects manager at the Edelman public relations firm, said "With so many international brands here, I think being an international company has lost its appeal. I think now it is more about international companies showing they are Russian companies and that they can appeal to Russians, to the Russian sense of humor, Russian identity."

So, the Wenrus restaurant group, which operates the Wendy's chain in Russia, might be forgiven for trying to make the restaurant’s image a bit more "sexy." The restaurant itself looks the same. The wholesome, pig-tailed iconic Wendy image still adorns the façade and the walls inside.

But at various locations on Arbat Street, is a decidedly different Wendy. The little redhead is re-envisioned as actual female restaurant workers who are wearing short skirts, striped knee-high socks and stiletto heels with their pigtails. The women try to lure customers into the restaurant.

Reaching out to younger crowd

Wenrus Restaurant Group’s boss told local media that given the competition in Moscow, he wanted to appeal to a younger demographic. He said that generally, fast food customers are men between the ages of 18 and 24.

But American Scott Holder thinks it is a shame that Wendy would be given a makeover. "For me, I would personally not want it. I would personally rather keep the wholesome-type image a little more," he said.

"Hey, it is Russia. Get over it. It makes sense," said Rose.

Breaking out from the pack

Rose said Russians are not burdened by puritan values. And he pointed out that one cannot judge their tastes by American standards. "People here dress up more, women here certainly dress sexier. I think that is just part of who they are. I think it is a sexy place to be. And I do not think anyone is batting an eye... except for the people outside," he said.

One of those outsiders who is batting an eye is Wendy’s/Arby’s Group Chief Operating Officer Andrew Skehan. Russian media quoted Skehan as being surprised that Wendy, modeled after the restaurant founder’s eight-year-old daughter, had undergone an overhaul. He apparently found out when he attended the restaurant’s grand opening.  

So was that really necessary? Public relations manager Victoria Hargrave said, "I am sure it must be hard. It seems that the Russian market, especially for new restaurants, is pretty competitive. So I am pretty sure any restaurant coming into the area is trying to do something new and creative to get the attention for a new opening."

American Carrie Holder said she does not get it and does not think it is necessary. "Wow, in the United States we are a lot more prude or modest with our bodies," she said.

Judging from the long lines outside the Wendy’s on Moscow’s trendy Arbat Street the past couple of weeks, sexy sells in the former Soviet Union.

You May Like

Video Video Claims to Show Shi'ite Forces in Iraq Executing Sunni Boy

While not yet independently confirmed, brutal killing already has gotten attention of Islamic State followers on social media More

After Six Years, Little Change for Niger Delta's Former Militants

Nigerians who laid down arms in exchange for government amnesty subsidies fear program may end with upcoming presidential elections More

Vietnam Pushes for More Educated Drivers to Curb Road Deaths

Transportation officials hope that making a greater effort to get drivers to learn the rules of the road will reduce fatal crashes More

This forum has been closed.
Comments
     
There are no comments in this forum. Be first and add one

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
NASA Spacecraft Approaches a Dwarf Planeti
X
George Putic
March 04, 2015 8:51 PM
NASA’s Dawn spacecraft will make history on Friday, March 6, when it becomes the first man-made object to orbit a dwarf planet named Ceres. It is located in the asteroid belt between Mars and Jupiter, almost 500 million kilometers from Earth. Among other objectives, Dawn will try to examine two mysterious bright white spots detected on the planet’s surface. VOA’s George Putic has more.
Video

Video NASA Spacecraft Approaches a Dwarf Planet

NASA’s Dawn spacecraft will make history on Friday, March 6, when it becomes the first man-made object to orbit a dwarf planet named Ceres. It is located in the asteroid belt between Mars and Jupiter, almost 500 million kilometers from Earth. Among other objectives, Dawn will try to examine two mysterious bright white spots detected on the planet’s surface. VOA’s George Putic has more.
Video

Video Young Muslims Radicalized Online

Young Muslims are being radicalized ‘in their bedrooms’ through direct contact with Islamic State or ISIL fighters via the Internet, according to terror experts. There are growing concerns that authorities and Internet providers are not doing enough to counter online extremism - which analysts say is spread by a prolific network of online supporters around the world. Henry Ridgwell reports from London.
Video

Video African Americans Recall 1960's Fight For Voting Rights

U.S. President Barack Obama and thousands of people will gather in the small southern U.S. city of Selma, Alabama, Saturday, March 7th to commemorate the 50th anniversary of a historic voting rights march that became known as “Bloody Sunday." VOA’s Chris Simkins traveled to Alabama and introduces us to some of the foot soldiers of the voting rights struggles of the 1960’s.
Video

Video Positive Messaging Transforms Ethiopia's Image

Ethiopia was once known for famine and droughts. Now, headlines more often point to its fast-growing economy and its emergence as a regional peacemaker. How has Addis Ababa changed the narrative? VOA's Marthe van der Wolf reports.
Video

Video Cyber War Rages Between Iran, US

A newly published report indicates Iran and the United States have increased their cyber attacks on each other, even as their top diplomats are working toward an agreement to guarantee Iran does not develop a nuclear weapon and to free Iran from international sanctions. The development is part of a growing global trend. VOA’s Al Pessin reports from London.
Video

Video Answers Elude Families of MH370 Passengers

For the families on board Malaysia Airlines flight MH370, an airline official’s statement nearly one year ago that the plane had lost contact with air traffic control at 2:40 AM is the only thing that remains confirmed. William Ide reports.
Video

Video Land Disputes Arise Amid Uganda Oil Boom

Ugandan police say there has been a sharp increase in land disputes, with 10 new cases being reported each day. The claims come amid an oil boom as investors appear to be cashing in by selling parcels of land to multiple buyers. Meanwhile, the people who have been living on the land for decades are chased away, sometimes with a heavy hand. VOA's Serginho Roosblad reports.
Video

Video In Russia, Many Doubt Opposition Leader's Killer Will Be Found

The funeral has been held in Moscow for Boris Nemtsov, the opposition leader who was assassinated late Friday just meters from the Kremlin. Nemtsov joins a growing list of outspoken critics of Russia under the leadership of President Vladimir Putin who are believed to have been murdered for their work. VOA’s Daniel Schearf reports from Moscow.
Video

Video Simulated Astronauts Get Taste of Mars, in Hawaii

For generations, people have dreamed of traveling to Mars to explore Earth's closest planetary neighbor. VOA's Mike O'Sullivan reports that while space agencies like NASA are planning manned missions to the planet, some volunteers in Hawaii are learning how humans will cope with months in isolation on a Mars base.
Video

Video Destruction of Iraq Artifacts Shocks Archaeologists

The city of Mosul was once one of the most culturally rich and religiously diverse cities in Iraq. That tradition is under attack by members of the Islamic State who have made Mosul their capital city. The Mosul Museum is the latest target of the group’s campaign of terror and destruction, and is of grave concern to archaeologists around the world. VOA’s Kane Farabaugh reports.
Video

Video Smartphones May Help in Diagnosing HIV

Diagnosing infections such as HIV requires expensive clinical tests, making the procedure too costly for many poor patients or those living in remote areas. But a new technology called lab-on-a-chip may make the tests more accessible to many. VOA’s George Putic reports.
Video

Video Afghan Refugees Complain of Harassment in Pakistan

Afghan officials have expressed concern over reports of a crackdown on Afghan refugees in Pakistan following the Peshawar school attack in December. Reports of mass arrests and police harassment coupled with fear of an uncertain future are making life difficult for a population that fled its homeland to escape war. VOA’s Ayesha Tanzeem reports from Islamabad.

All About America

Circumventing Censorship

An Internet Primer for Healthy Web Habits

As surveillance and censoring technologies advance, so, too, do new tools for your computer or mobile device that help protect your privacy and break through Internet censorship.
More