McDonald's files over 50 trademark applications in Russia for potential return

In Russia, the fast food giant McDonald's has filed more than 50 trademark applications as it deals with brand protection amid ongoing speculation about a possible return to the country. The applications were submitted after the company exited the Russian market in May 2022, selling its operations to a local entrepreneur, Aleksander Govor, who rebranded McDonald's restaurants under the name Vkusno i Tochka. The current trademark applications, which focus on various food items and beverages, are now under examination by Rospatent, the Russian patent office. This move has raised questions about the company's future intentions in Russia. The backdrop to McDonald's withdrawal stems from the geopolitical landscape following the escalation of the Ukraine conflict in early 2022, which resulted in a series of economic sanctions against Russia led by then-US President Joe Biden. Many American brands pulled out of Russia as a response, while others opted to remain in the market by rebranding, as seen with Govor's management of the restaurants. The exit from Russia was financially detrimental for McDonald's, costing the corporation approximately $1.3 billion. By submitting the trademark applications, McDonald's aims to safeguard its brand and prevent unauthorized use by third parties, particularly as Russian law allows for trademarks to be canceled if not in use for a period of three years. With the company having ceased operations in March 2022, the recent filings are essential for maintaining trademark rights and preventing third parties from exploiting the brand during its absence. While McDonald's has not confirmed any plans to re-enter the Russian market, industry experts suggest that this strategy may serve as a precautionary measure. Kirill Dmitriev, a representative for the Russian government, has noted that many US companies still operate in Russia despite sanctions. There is also a broader conversation about US-Russia relations and the potential for American companies to renew operations in Russia if diplomatic cooperation improves. As of April 2025, the situation remains dynamic, suggesting that McDonald's actions could be a response to evolving economic landscapes in both the US and Russia.