McDonald’s has canceled a ‘Big Mac at 1990 price’ promo celebrating 30 years since the opening of its first restaurant in Moscow, the US fast food chain said on its website.
The promo was to be held at the outlet on Pushkin Square in Moscow, the first McDonald’s in Russia, which opened on January 31, 1990.
At that time, its flagship Big Mac burger cost RUB 3.75, a double cheeseburger RUB 3, a regular cheeseburger RUB 1.75, and a hamburger, RUB 1.6. The current prices are 30–40 times higher.
On that day, the place was visited by more than 30K people, which was an absolute record for the company. Customers waited in a line for hours.
McDonald’s said it was canceling its Moscow birthday plans because the Moscow authorities are taking measures to prevent the spread of coronavirus and advised the company against large public events.
“The company would not incur a significant loss from the discount, even if 30K people visit the restaurant again, but it could have caused transport problems in the center of Moscow,” economist Dmitry Afanasyev said. “Furthermore, McDonald’s could have cancelled the plans due to a negative reaction on social media, where critics said the promo looked like giving out free food to the destitute Russians.”