Tracing back, giving life another possibility with culture

Speaker: Mr. Sanmiao

Recently, Russia has been sanctioned by "individual countries", which has brought great inconvenience to the Russian people. Food, clothing, housing and transportation, all the international brands that can be named, such as IKEA, have taken away their meatballs and gone where they can, and even McDonald's has not been left to the Russian people.

The news came out that Moscow people lined up to enjoy this "last dinner" before McDonald's closed.

This thing may be "extinct from the Russian people" in a period of time.

Carpenter again yesterday-surrender (site)

It seems that it happened yesterday. The first McDonald's opened in the Soviet Union on 1990, and people were waiting in line for the first bite of foreign fast food. For the Soviet people, foreign brands are absolutely rare.

Western enterprises such as McDonald's tried to enter the Soviet Union in those years, but after 81 difficulties, few people succeeded. These foreign enterprises that really entered the Soviet Union also profoundly changed the social outlook of the Soviet Union. This story is worth telling-they changed the Soviet Union, so he may have changed back.

When the first McDonald's in the Soviet Union opened, people lined up for such a grand occasion.

Pepsi cola from the smell of shoe polish to the water of national happiness

Thanks to Khrushchev, the first western brand enjoyed by the Soviet people was Pepsi.

1In the summer of 959, the United States held a national exposition in Moscow to showcase its products. Among them, Pepsi has its own special booth. Kendall, who was an executive of PepsiCo at that time, felt that it was not enough to show it at such a large price, so the big names of the Soviet Union had to taste it in person.

Khrushchev was going to attend the exhibition. Kendall knew Nixon, then vice president of the United States. He happened to be there, greeting Khrushchev and trying Pepsi anyway.

So at the Expo, Nixon pretended to be careless, led Khrushchev to the Pepsi booth and invited him to drink a coke. After the World Expo, major American media kept promoting this photo of Khrushchev drinking coke. Pepsi was in the limelight, and Kendall became the CEO of Pepsi a few years later.

Nixon was so nervous that he was relieved to watch Khrushchev swallow coke. However, Khrushchev didn't like the taste of this drink very much. He said to Nixon, "This thing tastes much worse than Gowasu!"

After Kendall took office, it was a very important task for Pepsi to enter the Soviet market. Although the Soviet Union is a coke desert, on the other hand, whoever can occupy it first is a monopoly.

With Kendall's perseverance, Pepsi finally reached an agreement with the Soviet Union after more than ten years of negotiations. The Soviet Union not only introduced Pepsi-Cola, but also introduced the whole can beverage production line, which truly realized the one-stop industry from raw materials to cola. In the past, the Soviet Union only introduced it in heavy industry, such as introducing Ford cars through one-stop and making its own gas. This one-stop application in the field of people's livelihood is very rare, which shows that the Soviet Union attaches importance to Coke.

However, it is not enough to introduce hardware, but also to solve the quality problems of raw materials in order to produce delicious coke.

In the past, the Soviet food factory was a light industry that my father didn't like and my mother didn't like either. As for the quality of food, it is really neglected. Brezhnev went to inspect the bottling plant when it started. As a result, he tasted a bottle of coke made in the Soviet Union and almost spit it out: "Is this coke? It's shoe polish. I secretly drank authentic Pepsi in the United States and it didn't taste like this. "

The factory director reported helplessly: "The authentic American goods you drink are different from our country. Our syrup production technology is not good, and there are too many impurities, so it has a strange smell. Can cola taste good? " Brezhnev flew into a rage and asked the bottling factory to contact PepsiCo to completely solve the problem of syrup production.

Brezhnev drank authentic old American coke, but he knew what it tasted like. Soviet syrup quality is not up to standard. What can he do?

PepsiCo says it's okay to improve the technology, but it's not up to us to decide how the syrup factory produces it. Do you want to manage the syrup factory again? If it's too much trouble, we'll import syrup, not from America, but from France.

Brezhnev thought that syrup factories, sugar beet processing, lime processing and upstream industries should all be managed. Well, I'd better import syrup. Let me tell you what the French want. Importing western capitalist consumer goods for people's livelihood was almost unheard of in the Soviet Union, which was isolated from the West at that time. After repeated tossing, with the syrup imported from France, the quality of Pepsi in the Soviet Union has really improved.

The good coke in the Soviet Union is made of French syrup.

The problem of raw material quality was solved, and Pepsi became popular on a large scale in the Soviet Union. It came from the rival United States, and ordinary Soviets had no chance to contact the western society at that time. Drinking Pepsi is not only a happy fat house, but also a ceremony to experience the decadent life of ordinary bourgeoisie.

The Soviets lay on the beach by the black sea, bathed in the sunshine, and drank the coke freshly produced by the nearby bottling factory, which even made people feel that this was California on the other side of the world for an instant.

How did the decadent lifestyle symbol of capitalism become the water of national happiness?

By the 1980s, Pepsi had become the undisputed water of national happiness in the Soviet Union, but for Pepsi, the next problem was very difficult. How to settle the payment? No one dares to accept rubles without credit, so barter.

At first it was vodka, then it was abandoned warships, dozens of destroyers and frigates, and the number of Soviet warships exchanged by Pepsi once made it the tenth largest navy in the world. Of course, these warships Pepsi are also useless, selling scrap iron. After the disintegration of the Soviet Union a few years later, Pepsi finally didn't have to accept the scrap iron of the Soviet Union.

McDonald's Soviet fantasy past

Compared with Pepsi, McDonald's entry into the Soviet Union is more dramatic.

Since 1970s, McDonald's wanted to enter the Soviet market, but after negotiating with the Soviet Union, Afghanistan was invaded there. The United States completely boycotted everything in the Soviet Union and the negotiations fell through, but McDonald's was still unwilling. What should we do? Change our skin and go to McDonald's headquarters in Canada to talk to the Soviet Union, so that the other side will have less resistance.

Sukarna signed a cooperation.

In this way, we talked for years. The condition of the Soviet Union is that all raw materials must be supplied by local suppliers, while McDonald's insists on maintaining its own quality even if it uses local ones.

As a result, the Soviet Union imported western cucumber and tomato seeds, and McDonald's selected a group of Soviet farmers and spent two years training them on how to plant them. Not counting this, McDonald's has also invested 40 million dollars in a food processing and distribution factory outside Moscow, including a baking area, a dairy product and meat processing area that meet McDonald's standards, and even a small laboratory.

These things are unheard of in the Soviet Union, which despised food quality. At first, the Soviet Union paid no attention to the food laboratory at all, and the construction progress was very slow. Later, McDonald's personally asked, saying that without this laboratory, our restaurant could not be opened, which angered the highest level of the Soviet Union and transferred thousands of troops to work day and night. Finally, the matter was settled.

Although McDonald's sells junk food, the quality of food is still much higher than that of the Soviet Union.

It is not enough to solve the problem of food quality. McDonald's is a restaurant after all, and the quality of service is very important. This matter is common sense now, but it was unheard of in the Soviet Union at that time.

There are not many restaurants and shops in the Soviet Union, and salespeople and waiters have poor attitudes. After all, everyone believed the six-character mantra and loved buy buy instead of buying it. The mentality behind it is "they pretend to pay us and we pretend to work for them".

This attitude is definitely unacceptable in McDonald's. After the signing of the joint venture agreement, the Moscow newspaper published the recruitment announcement of McDonald's, and the high salary of two rubles per hour attracted more than 30 thousand people to sign up. The waiters in Soviet restaurants were turned away, and finally 600 applicants stood out. They are mainly college students, not only young and enthusiastic, but also know foreign languages.

McDonald's trains them to smile and be polite when facing customers, and remember words like "Welcome, thank you for your patronage". When the waiters are trained, the restaurant is covered and the supporting facilities are ready, they can be ready to open.

Russian McDonald's cut the ribbon for opening.

Chairman of Russian McDonald's, this is in Alek Semenoff Center.

Remember, be sure to serve with a smile

1990 65438+1October 3 1, the first McDonald's restaurant opened in Pushkin Square, Moscow. It's crowded and lively here. People waiting for dinner lined up for blocks and kilometers.

This kind of queuing is a common occurrence for the Soviet people. Anyway, at that time, everything was in short supply and everyone had to line up. But the queue at McDonald's is scary enough. According to statistics, on the opening day, about 30,000 Moscow citizens entered the store for consumption.

This kind of queuing has long been commonplace for the Soviet people.

The monument reads: Citizens of Moscow, this is the first McDonald's restaurant in Russia.

The Soviets came here not only to eat, but also to experience a special atmosphere.

In the past, there was no interior decoration, service or even color packaging of food in the Soviet Union. Some people go home to decorate the kitchen with brightly colored plastic plates after eating. Such a sensational effect also attracted media interviews, and the newspaper wrote that the Soviets were scrambling to line up to "taste the taste of freedom."

And this McDonald's has also become a window to the western world. Although the Soviet government called on everyone to boycott McDonald's, saying that the hamburger coke you bought would become a bullet fired at the Soviet Union, all the Soviets in 1990 knew that this boycott slogan was very spiritless and could not stop everyone from queuing to eat McDonald's. As for the Soviet Union, if a bullet is not fired at itself, it will be finished first-pills and ethane.

Russian customers outside McDonald's restaurant are craning their necks to look into the restaurant.

Meet the first customer

The first customers enjoyed the delicious food.

On the opening day, McDonald's in the Soviet Union was crowded with customers.

Who is this? I don't need to say more.

He may have changed it back.

Pepsi and McDonald's, two very common brands in the west, entered the Soviet Union with such a dramatic story. Now that these brands have withdrawn from Russia, it will naturally arouse everyone's association.

Some people say that even if it withdraws from Russia, the Russian government will run its own business, sell its own Koloski and McDonald's, and play with internal circulation. Can't it go on like this? This idea is actually too naive.

Only cost and quality problems can't be solved. Without globalization, how can Russia solve the one-stop process from raw materials to dining table? There is no need for Gong Ke to find a way to import French syrup. There may not even be imported syrup at that time. What you make is really like shoe polish. Who will consume them?

Therefore, it is necessary to set up fast food restaurants with strong Soviet flavor and stipulate that every Russian citizen must eat twice a week. Please look for grandpa Jie's LOGO.