Англ

1. Вкусно и точка

2. “Vkusno & Tochka”: A Phenomenon of Recognition. From a National Icon to a Cultural Reset.

“Vkusno & Tochka”: A Phenomenon
of Recognition. From a National Icon
to a Cultural Reset.
• “Vkusno & Tochka”: A Phenomenon of Recognition.
From a National Icon to a Cultural Reset.
Vkusno & Tochka is not just a fast-food chain, but a
cultural and commercial phenomenon that has
redefined the rules of the game in Russia’s food service
market. And certainly every person in Russia has heard
of this brand, if they haven’t already visited one of its
locations. “Vkusno — i Tochka” is a major fast-food
network that, in a remarkably short time, has captured
the hearts and stomachs of the entire population,
overtaking its competitors and becoming a leader
among both young and mature consumers.

3. Strategy of a “Rapid Rebirth”

• 2022: Launch as the successor to McDonald’s in
Russia, inheriting infrastructure and brand recognition.
• 2022–2023: Aggressive rebranding and operational
overhaul. Focus on speed, affordability, and national
identity.
• 2023: Full-scale rollout across Moscow and other major
cities — not as a newcomer, but as a “familiar friend
with a new face.”
• Result by 2024: Over 1,000 stores nationwide,
surpassing McDonald’s pre-2022 footprint. Achieved #1
in revenue within just 18 months of launch.

4. Psychological Profile of the Customer

• Target Audience: Mass market — students, working
professionals, families, seniors.
• Hedonists: Crave comfort, familiarity, and indulgence.
• Pragmatists: Value consistency, speed, and price-toquality ratio.
• Patriots / Nostalgics: See the brand as a symbol of
resilience and national adaptation.
• Brand Strategy: Sell not just burgers and fries, but a
feeling of normalcy, belonging, and shared identity.
Manifesto: “It’s still the same taste. Just better now. And
it’s ours.”

5. Recognition in a Split Second

• Key Element: Bold Red & White — the most instantly
recognizable color scheme in Russian fast food.
A symbol of energy, appetite, and confidence — a clear
break from the “golden arches,” yet preserving instant
recall.
The slogan “Delicious — period.” eliminates debate: no
hesitation, just satisfaction.

6. From Global Arches to Local Pride

• Market Problem: Competitors rely on foreign branding,
complex menus, or premium pricing — creating
emotional distance.
Vkusno & Tochka’s Solution: Replace global symbolism
with local ownership. The brand serves not just food —
but national pride and comfort.
Brand Message: “No pretense. No complexity. Just
delicious — and it belongs to us.”

7. The Main Platform Is Social Media

• Communication Like a Neighbor
• Early adopter of TikTok, VKontakte, and Telegram as primary
marketing channels.
• Content Strategy:
• Memes & Trends: Viral skits with staff and customers (500K–2M+
views).
• Natural Product Placement: Burgers in real-life moments, not ads.
• Direct Engagement: Replies to comments, user polls, customer
features in-store.
• Result: Human, funny, relatable — like chatting with a friend
who knows your cravings.

8. App + Socials + Store = Ecosystem

• Not Just a Restaurant — a Digital Loyalty Hub
• Menu Co-Creation: Users vote on limited-time offers;
winners go permanent.
• “For You” Feed: Personalized recommendations based on
orders and social trends.
• Gen Z Focus: “First Job” campaigns and youth
promotions build long-term loyalty.
• Impact: Free delivery drives → 140% sales surge in Q1
2023. App became Russia’s #1 food delivery platform by
user base in 12 months.