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

    Hope Remains for Rio Olympic Games

    Facing a host of problems, Rio prepares for holding the games but experts say some risks, like Zika, may not be as grave as initially thought

    Diplomats Hope to Revive Cradle of Civilization After Defeat of IS

    Diplomats from around globe gather at US State Department, discuss how to rebuild minority communities shattered by Islamic State group

    ‘Time Is Now’ to Save Africa’s Animals From Poachers, Activist Says

    During Zimbabwe visit, African Wildlife Foundation President Kaddu Sebunya says poaching hurts Africa as slave trade once did

    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.
    Ivorian Chocolate Makers Promote Locally-made Chocolatei
    X
    July 29, 2016 4:02 PM
    Ivory Coast is the world's top producer of cocoa but hardly any of it is processed into chocolate there. Instead, the cocoa is sent abroad to chocolate makers in Europe and elsewhere. This is a general problem throughout Africa – massive exports of raw materials but few finished goods. As Emilie Iob reports from Abidjan, several Ivorian entrepreneurs are working to change that formula - 100% Ivorian chocolate bar at a time.
    Video

    Video Ivorian Chocolate Makers Promote Locally-made Chocolate

    Ivory Coast is the world's top producer of cocoa but hardly any of it is processed into chocolate there. Instead, the cocoa is sent abroad to chocolate makers in Europe and elsewhere. This is a general problem throughout Africa – massive exports of raw materials but few finished goods. As Emilie Iob reports from Abidjan, several Ivorian entrepreneurs are working to change that formula - 100% Ivorian chocolate bar at a time.
    Video

    Video Tesla Opens Battery-Producing Gigafactory

    Two years after starting to produce electric cars, U.S. car maker Tesla Motors has opened the first part of its huge battery manufacturing plant, which will eventually cover more than a square kilometer. Situated close to Reno, Nevada, the so-called Gigafactory will eventually produce more lithium-ion batteries than were made worldwide in 2013. VOA's George Putic reports.
    Video

    Video Polio-affected Afghan Student Fulfilling Her Dreams in America

    Afghanistan is one of only two countries in the world where children still get infected by polio. The other is Pakistan. Mahbooba Akhtarzada who is from Afghanistan, was disabled by polio, but has managed to overcome the obstacles caused by this crippling disease. VOA's Zheela Nasari caught up with Akhtarzada and brings us this report narrated by Bronwyn Benito.
    Video

    Video Hillary Clinton Promises to Build a 'Better Tomorrow'

    Democratic presidential candidate Hillary Clinton urged voters Thursday not to give in to the politics of fear. She vowed to unite the country and move it forward if elected in November. Clinton formally accepted the Democratic Party's nomination at its national convention in Philadelphia. VOA national correspondent Jim Malone has more.
    Video

    Video Trump Tones Down Praise for Russia

    Republican presidential candidate Donald Trump is toning down his compliments for Russia and Vladimir Putin as such rhetoric got him in trouble recently. After calling on Russia to find 30.000 missing emails from rival Hillary Clinton, Trump told reporters he doesn't know Putin and never called him a great leader, just one who's better than President Barack Obama. Putin has welcomed Trump's overtures, but, as Zlatica Hoke reports, ordinary Russians say they are not putting much faith in Trump.
    Video

    Video Uganda Unveils its First Solar-powered Bus

    A solar-powered bus described by its Ugandan makers as the first in Africa has made its public debut. Kiira Motors' electric bus, Kayoola, displayed recently at a stadium in Uganda's capital. From Kampala, Maurice Magorane filed this report narrated by Salem Solomon.
    Video

    Video Silicon Valley: More Than A Place, It's a Culture

    Silicon Valley is a technology powerhouse and a place that companies such as Google, Facebook and Apple call home. It is a region in northern California that stretches from San Francisco to San Jose. But, more than that, it's known for its startup culture. VOA's Elizabeth Lee went inside one company to find out what it's like to work in a startup.
    Video

    Video Immigrant Delegate Marvels at Democratic Process

    It’s been a bitter and divisive election season – but first time Indian-American delegate Dr. Shashi Gupta headed to the Democratic National Convention with a sense of hope. VOA’s Katherine Gypson followed this immigrant with the love of U.S. politics all the way to Philadelphia.
    Video

    Video Dutch Entrepreneurs Turn Rainwater Into Beer

    June has been recorded as one of the wettest months in more than a century in many parts of Europe. To a group of entrepreneurs in Amsterdam the rain came as a blessing, as they used the extra water to brew beer. Serginho Roosblad has more to the story.
    Video

    Video Commerce Thrives on US-Mexico Border

    At the Democratic Convention in Philadelphia this week, the party’s presumptive presidential nominee, Hillary Clinton, is expected to attack proposals made by her opponent, Republican presidential nominee Donald Trump, to build a wall along the U.S.-Mexico border. Last Friday, President Barack Obama hosted his Mexican counterpart, President Enrique Peña Nieto, to underscore the good relations between the two countries. VOA’s Greg Flakus reports from Tucson.
    Video

    Video Film Helps Save Ethiopian Children Thought to be Cursed

    'Omo Child' looks at effort of African man to stop killings of ‘mingi’ children
    Video

    Video London’s Financial Crown at Risk as Rivals Eye Brexit Opportunities

    By most measures, London rivals New York as the only true global financial center. But Britain’s vote to leave the European Union – so-called ‘Brexit’ – means the city could lose its right to sell services tariff-free across the bloc, risking its position as Europe’s financial headquarters. Already some banks have said they may shift operations to the mainland. Henry Ridgwell reports from London.

    Special Report

    Adrift The Invisible African Diaspora