McDonald's Business in Kazakhstan Can Operate Without Brand Identification
Food Solutions kz Rebranding McDonald's as "IM Restaurant" in Kazakhstan
Food Solutions kz, the operator of McDonald's in Kazakhstan, is developing a local brand, separate from the Russian 'Vkusno i Tochka'. The new restaurant brand, named "IM Restaurant", is already in effect as of August 2025.
Aset Mashanov, General Director of Food Solutions kz, made these statements in a courtroom setting, clarifying that 'Vkusno i Tochka' cannot operate in Kazakhstan if it is not a Russian network. He reiterated that 'Vkusno i Tochka' is not being considered as an option for the new brand.
The main goal of this rebranding is to maintain around two thousand jobs and continue paying salaries. Food Solutions kz is not ruling out the possibility of returning the McDonald's brand if all supply conditions are met. However, no specific timeline for the resumption of operations under a new brand or the potential return of the McDonald's brand was provided.
The company is currently selecting a new name for the network operations. The new name, IM Restaurant, is a departure from any existing brands, including McDonald's. The general director made it clear that the new brand will not be linked to the Russian 'Vkusno i Tochka'.
These statements were made in the context of a case involving Kairat Boranbaev. Food Solutions kz continues to meet conditions despite the change in brand or operation status. The company aims to resume restaurant operations under a new brand, possibly initially without a brand.
The rebranding to IM Restaurant follows McDonald's temporary operation without the brand while deciding on a new identity. However, no specific timeline for full implementation or further changes has been explicitly stated. The context of the courtroom statements suggests that the rebranding is a strategic move to navigate the complex business environment in Kazakhstan.
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