Following McDonald’s announcement that it will end all of its operations and branding in Russia;

Ramsey Baghdadi, Consumer Analyst at GlobalData, a leading data and analytics company, offers his view:

“The fast-food giant has clearly recognised the impact that continued affiliations with Russia could have on the company. With 72%* of consumer purchases globally driven by a brand’s ethics or support shown toward a social cause, McDonald’s has shown dedication to balance consumer expectations and their operational needs.

“The new challenge for McDonald’s will be to seek other markets to focus on to replace its Russian income. McDonald’s should take advantage of its presence in other markets such as Japan and France, where the company continues to grow rapidly and expand its outlets in Asia and Europe.”

* GlobalData’s 2022 Q1 Global Consumer Survey, March 2022, ‘Essential’ and ‘Nice to have’ responses combined, 22,727 respondents