Vkusno – i Tochka applied for registration of the Pizza – i Tochka brand


“Vkusno – and the point” (the new McDonald’s) filed an application with Rospatent for the registration of the trademark “Pizza – and the point.” The company did not give a specific answer whether they plan to add pizza to the menu, or open restaurants under a new brand.

Experts interviewed by RB.RU do not rule out both scenarios, but some have a weighty argument in favor of opening new restaurants – the absence of pizza on the menu is stipulated by the agreement that the new owner has concluded with the management of McDonald’s.

About why “Tasty – and the point” “Pizza – and the point” – in the material RB.RU.

Vkusno – i Tochka applied for registration of the Pizza – i Tochka brand

An application for registration of the trademark “Pizza – and the point” was filed by “System PBO” LLC (one of the enterprises “Vkusno – and the point”). The application was published on August 18 and is at the disposal of RB.RU.

The press service of Vkusno – i dot told RB.RU that “the trademark application has been filed in accordance with the company’s plans for brand development and protection“. The company did not comment on the filing of the application in more detail. RB.RU talked to experts about why Vkusno-i Dot is a new brand.


Creative Director of Bureau of Names Vadim Dunaev called the application unexpected and suggested that “Vkusno – and the point” is going to open a second chain of cafes called “Pizza – and the point”, or add pizza to the existing menu “Vkusno – and the point.” Dunaev called the second scenario the most probable.

“They say that the American McDonald’s treated visitors to McPizza in the 80s of the last century, but the experiment was unsuccessful and the pizza was removed from the menu,” Dunaev added.

“Tasty – and that’s it” is definitely going to open a new restaurant under a new brand, and “there can be no other opinions here,” an expert from the Strategic Research Department at Total Research is sure Yaroslav Ostrovsky. The expert recalled the terms of the agreement that the new owner of the McDonald’s business in Russia, Alexander Govor, concluded with the network. One of them is the preservation of the identity of the restaurants, with the exception of two author’s recipes – Big Mac and McFlury.

“Secondly, the chain has a buyback right. And here you need to understand that the menu options in the contract are spelled out very strictly. There will definitely not be any pizzas on the menu of the former McDonald’s, you don’t even have to think about it, ”said Ostrovsky.

Ostrovsky believes that the most likely scenario is the opening of pizzerias on the site of poorly profitable restaurants of the former McDonald’s.

“That is, it will be a completely new story without any reference, except for the owner,” Ostrovsky specified.


Founder of a network of telegram channels and the Russian Restaurant Festival, restaurateur Alexander Sysoev will not be surprised if pizza appears in the Tasty – and points menu. He recalled the presence of many industries for easily stored and quickly prepared pizza.

“From the point of view of processes, there is a refrigerator and ovens, which are not so expensive, but people in Russia love pizza,” Sysoev said.

The former McDonald’s began operating in Russia under the Vkusno – i dot brand on June 12. The business of a chain of fast food restaurants was bought out by entrepreneur Alexander Govor. On August 18, the company reported on 50 million customers served since the opening of the first restaurant on Pushkinskaya Square in Moscow, as well as hiring more than 10 thousand employees and opening more than 500 establishments.

Cover photo: Savvapanf Photo / Shutterstock

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Source: RB.RU by rb.ru.

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