Hello Kitty Takes Center Stage in Russia’s Vkusno i Tochka Fast-Food Launch

On Monday, Russia’s Vkusno i Tochka fast-food chain introduced a new promotional campaign themed around Hello Kitty, over three years after taking over McDonald’s in the country following the 2022 invasion of Ukraine.

«Step into a vibrant world filled with colors and enjoy a burger, Ice De Luxe with gummies, and the Medium Box featuring the cutest packaging,» the company stated. «Take a photo, embrace the Hello Kitty atmosphere with her friends, and relish every bite.»

The highlight of the campaign is a chicken burger featuring a pink bun and pink sauce, available for 297 rubles ($3.80) in Moscow. Unlike many promotions aimed at children, this one does not seem to offer any toys.

It is not clear if this campaign is officially endorsed by Sanrio, the Japanese firm that owns the Hello Kitty brand. The Moscow Times has reached out to Sanrio for clarification.

In May 2022, McDonald’s sold its Russian operations to a local franchisee due to the ongoing war in Ukraine. The newly branded chain, Vkusno i Tochka, which translates to “Tasty. Period.,” was launched in July 2022 and is owned by Russian entrepreneur Alexander Govor.

Since then, Vkusno i Tochka has expanded into Belarus, Kazakhstan, and Abkhazia, a Russian-supported breakaway region in Georgia. The company reported a net profit increase of 19.7% last year, amounting to 16.96 billion rubles ($217 million).