还没打赢乌克兰，俄罗斯先把麦当劳弄丢了

McDonald's in Russia has registered possible brand names for the firm taking over its fast-food restaurants there, including "Fun and Tasty" and "The Same One". 

俄罗斯境内麦当劳快餐厅将被新的公司代替，并且已经注册了新品牌名称，，将可能在“Fun and Tasty”和“The Same One”中二选一。

The world's largest burger chain has nearly 850 restaurants in Russia, and it's selling those stores to local licensee Alexander Govor, who runs an operation of 25 restaurants. Govor will operate the brand under a new name in Russia, and other franchisees will be given the option of working under the new brand.

作为世界上最大的汉堡连锁店，麦当劳在俄罗斯拥有近 850 家餐厅。它将所有餐厅都出售给当地经营着 25 家餐厅的特许经营商Alexander Govor。Govor 将在俄罗斯以新名称运营该品牌，以后其他加盟商可以选择使用新品牌。

McDonald's (MCD) had announced earlier this month that it would leave Russia altogether. Initially in March, shortly after the war began, McDonald's followed other Western companies in temporarily shutting down its restaurants in Russia.

5月初，麦当劳宣布彻底退出俄罗斯市场。早在 3 月俄乌冲突开始后不久，麦当劳即跟随其他西方公司暂时关闭了其在俄罗斯的餐厅。

McDonald's will take a significant write-off from exiting Russia — between $1.2 billion to $1.4 billion.

退出俄罗斯的决定使麦当劳蒙受不小的损失，注销费用预计12 亿至 14 亿美元（约合80亿至93亿人民币）。

In its most recent earnings report, McDonald's said closing its restaurants in Russia had cost it $127 million last quarter. Nearly $27 million came from staff costs, payments for leases and supplies. The other $100 million was from food and other items it will have to dump. McDonald's had 847 restaurants in Russia at the close of last year, according to an investor document. Together with another 108 in Ukraine, they accounted for 9% of the company's revenue in 2021.

麦当劳在其最新的收益报告中表示，上个季度关闭其在俄罗斯的餐厅已经损失了 1.27 亿美元（约合8亿人民币）。近 2700 万美元（约合1.8亿人民币）用于员工成本、租赁费用和用品费用。另外 1 亿美元（约合6.6亿人民币）属于食品和垃圾处理费用。一份投资者文件显示，截至2021年底，麦当劳在俄罗斯共拥有 847 家餐厅。乌克兰有108 家，占该公司 2021 年总收入的 9%。

The decision brings to an end McDonald's three-decade relationship with Russia. McDonald's opened the doors of its first restaurant in Moscow on January 31, 1990. More than 30,000 were served and the Pushkin Square location had to stay open hours later than planned because of the crowds.

麦当劳这一决定结束了其与俄罗斯长达三十年的合作关系。1990 年 1 月 31 日，麦当劳在莫斯科开设了第一家餐厅。当天有超过3万人光顾这家门店，由于客流量过大，普希金广场的营业时间不得不延长。

俄罗斯第一家麦当劳餐厅于 1990 年在莫斯科开业

Its arrival in Moscow was about more than just Big Macs and fries, noted Darra Goldstein, a Russia expert at Williams College. It was the most prominent example of Soviet Union President Mikhail Gorbechev's attempt to open up his crumbling country to the outside world. "There was a really visible crack in the Iron Curtain," she previously said. "It was very symbolic about the changes that were taking place." About two years later, the Soviet Union would collapse.

威廉姆斯学院的俄罗斯专家Darra Goldstein指出，麦当劳在将巨无霸和薯条等美食带入莫斯科的同时，也是苏联总统戈尔巴乔夫对外开放的体现。“铁幕上有一条非常明显的裂缝，”她曾说，“这对正在发生的变化具有象征意义。” 大约两年后，苏联解体。

俄乌冲突爆发后，近 1,000 家公司宣布，在一定程度上缩减在俄罗斯的业务。其中不乏全球知名企业，经营范围覆盖俄罗斯经济的方方面面——从金融到食品、媒体、科技等等。

以下是一些宣布暂停或缩减运营的公司：

‣阿迪达斯表示将暂停在俄约500家门店的销售，使其今年的预期收入增长减少 1%。

‣ H&M于 3 月暂停约170家在俄门店的销售

‣ 宜家暂停进出口，但表示将继续在俄罗斯运营其主要连锁购物中心Mega，以确保客户能够获得必需品。

‣ 耐克于3 月份表示，将暂时关闭其在俄罗斯的大约 116 家门店。

‣ 百事可乐表示将停止在俄销售可乐，但将继续生产乳制品和婴儿食品，称其为“人道主义”努力。

‣ 星巴克表示将关闭在俄130 家门店。

‣ Netflix暂停了其服务并停止了在该国接下来的项目

‣ 华特迪士尼公司暂停在俄罗斯上映电影，以及其他的所有业务运营。

‣ 苹果于 3 月暂停了在俄销售，从俄罗斯境外的 Apple App Store 中删除了两个俄罗斯国营媒体平台，并关停了对俄销售渠道的所有出口。

franchisee n. 特许经营人，有代销权的人或团体

Let's look at an important indicator of choice franchisee. 

让我们来了解一下选择加盟商的重要指标。