More than 400 companies have announced their withdrawal from Russia since the launch of its invasion of Ukraine. For some brands, however, a clean break is easier said than done.
自俄乌战争打响后，已有400多家公司宣布退出俄罗斯市场。然而，对某些品牌而言，说起来容易，想要落到实处却是难上加难。
PART-01
McDonald's
It might look and smell like McDonald's but now it's Vkusno & tochka, which translates as “Tasty and that's it”. The golden arches are gone, the Filet-O-Fish is simply a fish burger. McDonald's restaurants flung open their doors in Moscow under new Russian ownership and with the new name.
麦当劳汉堡的卖相和香气似乎一如既往。只不过，如今它的品牌名改为了“Vkusno & tochka”——翻译过来意思是“就是美味”。移除了经典的金拱门logo；招牌的“麦香鱼”也改头换面，成了平平无奇的“鱼肉汉堡”。在俄罗斯人的接管下，莫斯科的麦当劳已然更名换姓，重新开张。
Vkusno & tochka's menu was also smaller and did not offer the Big Mac and some other burgers and desserts, such as the McFlurry. The food is about 20 roubles cheaper than before. It would keep “affordable prices”, despite of inflation, but not higher than its competitors. The composition of burgers has not changed and the equipment from McDonald's has remained. It is estimated a loss of $50 million per month.
相较于原来的麦当劳，Vkusno & tochka的菜品较少，不提供“巨无霸”和“麦旋风”及其他的汉堡甜点。菜品的均价比以前便宜了约20卢布（折合人民币2.3元）。尽管受到通货膨胀的影响，Vkusno & tochka仍然坚持让人们“都买得起”，定价绝不会高于竞争对手。而汉堡的食材、来自麦当劳的设备等都一如既往。据估计，这种经营方式造成的亏损高达每月5000万美元（折合人民币3亿3千万元）。
Oleg Paroev, CEO of Vkusno & tochka, said the company was planning to open 200 restaurants in Russia by the end of June and all 850 by the end of the summer.
Vkusno & tochka的首席执行官Oleg Paroev表示，公司计划于6月底之前恢复200家原麦当劳店面。同时，在今年夏末，俄罗斯的850家店将全面恢复营业。
The fortunes of the chain, which McDonald's sold when it exited the country over the conflict in Ukraine, could provide a test of how successfully Russia's economy can become more self-sufficient and withstand Western sanctions.
在因俄乌冲突而退出俄罗斯后，麦当劳选择将财产拱手他人。这家连锁店的命运也意味着一场考验。在西方国家纷纷宣布制裁后，俄罗斯经济将如何实现自给自足？
PART-02
Burger King & Subway
Fast food giants Burger King and Subway are among a number of companies restricted from withdrawing amid complicated franchise agreements.
此外，快餐巨头汉堡王、赛百味等企业都受到复杂的特许经营协议所限，难以退出俄罗斯市场。
Unlike a company-owned operation, a franchise company going into an international market makes a binding, long-term contractual commitment to a sophisticated counter-party, typically a franchisee or licensee. As legally binding contracts, once signed, they can leave little room for maneuver.
与公司的自主运营不同，特许经营公司进入国际市场时，要与经验丰富的对手公司（通常是特许经营商或被许可方）签订长期的承诺合同。这种合同具有法律上的约束力，一旦签署，就几乎没有回旋的余地。
Burger King halted its corporate support for its 800 store locations in March, however, the outlets remain in operation under a local master franchisee. RBI has been trying to sell its stake in the JV since then. However, the sanctions imposed by the western countries against the President Putin-led country have limited the pool of potential buyers.
今年3月，汉堡王停止了对旗下800家门店的企业支持；但在俄区某家总特许经营商的支持下，这些店面仍能保持运营。此后，汉堡王母公司RBI就一直试图售出合资企业中的在俄汉堡王股份。然而，由于西方国家对普京领导下的俄罗斯制裁不断，意欲入手的买家寥寥无几。
Subway, similarly, has no corporate outlets in Russia but its approximately 450 independently-owned franchised restaurants continue to operate in the country.
同样，赛百味在俄罗斯也没有企业门店，但由于俄区赛百味独立拥有的约450家餐厅均得到了经营特许，因此还可以继续在俄经营。
PART-03
背后的困境
Some franchisees do not want to stop operation because they claim that the Russian people are not the problem and the brand should continue to serve its customers. And with most franchisors having made significant investments in their local outlets, any move on their side to cease operations seems unlikely.
一些特许经营商并不希望停止运营。他们称俄罗斯人民是无辜的，品牌还是应该继续服务客户。况且，多数特许经营商都对当地门店进行了大量投资，因此停止运营的可能性微乎其微。
Many Western brands in a predicament as to how to manage their legal duties while safeguarding their brands in a global landscape that is overwhelmingly opposed to Russia's war.
在全球压倒性反对俄罗斯战争的大背景下，许多西方品牌都陷入了相似的困境：如何在维护自身品牌的同时履行法律义务？
A ratcheting up of Western sanctions and further disruptions to supply chains could offer franchisors some hope of a contractual get-out. But more likely, companies will be left weighing the legal and financial implications of terminating their contract with the wider longevity of their brand.
西方制裁的加剧和供应链的进一步中断，可能会给特许经营商带来一些抽身的希望；但更有可能出现的情况是，他们将不得不在终止合同后所产生的法律和财务影响与维持更长品牌寿命之间仔细权衡。
Meantime, the fallout could mark a new era for franchise agreements, with participants perhaps more likely in the future to make provisions for conflict risks such as "civil unrest, insurrection and related events."
同时，这也标志着特许经营协议进入了新时代。未来，各家跨国企业更要做好充足的准备，预防“内乱，暴动及相关事件”等可能的风险。
重点词汇：
1. sanction：n.制裁；批准；处罚；约束
2. franchisee：n.大公司的联营店；获特许经营联营店者
3. maneuver：v.巧妙地移动；用计得到
编译 | 徐孜瑶 郝喜桓
排版 | 金文怡
