The Soviet Union's first McDonald's fast food restaurant opens in Moscow. Throngs of people line up to pay the equivalent of several days' wages for Big Macs, shakes, and french fries.
The appearance of this notorious symbol of capitalism and the enthusiastic reception it received from the Russian people were signs that times were changing in the Soviet Union. An American journalist on the scene reported the customers seemed most amazed at the "simple sight of polite shop workers...in this nation of commercial boorishness." A Soviet journalist had a more practical opinion, stating that the restaurant was "the expression of America's rationalism and pragmatism toward food." He also noted that the "contrast with our own unrealized pretensions is both sad and challenging."
For the average Russian customer, however, visiting the restaurant was less a political statement than an opportunity to enjoy a small pleasure in a country still reeling from disastrous economic problems and internal political turmoil.
The arrival of McDonald's in Moscow was a small but certain sign that change was on the horizon. In fact, less than two years later, the Soviet Union ceased to exist as a nation, Mikhail Gorbachev resigned as leader of the country, and various Soviet republics proclaimed their independence. As the American newsman reported, the first Russian McDonald's customers "had seen the future, and it works, at least as far as their digestive tract."
http://www.youtube.com/watch?v=amx-JHhtsHw
source: http://www.history.com/this-day-in-history/first-mcdonalds-opens-in-soviet-union
By Lynn
ReplyDeleteHello, Mohammed.
I was surprised to hear that the people in Soviet Union would pay their several wages for Big Macs. I think people would be interested having it but at the same time they might be scared by the symbol of the capitalism. I agree that the arrival of McDonald's in Moscow is a sign that Soviet Union will be changed.
by Vanilla(Tang Min)
ReplyDeleteHi,Mohammed,
First,I am fascinated by the black and white because it has the sense of the times.
Second,approaching to the end of the Cold War,maybe the govt of the Moscow need to stimulate the economy so that it allowed McDonald's to enter this area.
Third,in Cold War,it is hard to enter the markets of opponent's country,but it successfully get Soviets' concern partly due to McDonald's marketing methods.
Last,back to politics,this is the penetration by an unofficial way.
By Elaine
ReplyDeleteI think the inherent reason why McDonald's successfully landed on the Soviet is the destined failure of the planned economy. Though Gorbachev figured its problems and then took a series of actions to save the nation, the chronic disease had inevitably become incurable illness. A title of Rakovy Korpus's books The Cancer Ward perfectly defined the Soviet. The Soviet,the ward,collapsed as a consequence of its poor health.
Introducing a western fast food restaurant to the domestic market, is one of the frantic efforts the Soviet made to cure itself.