We were lovin' it

Almost 15 years ago McDonalds opened its first restaurant in the Soviet Union. That was a very symbolic event commemorating the victory of Gorbachev’s glasnost. It was also the first Western ‘ruble’ restaurant. Such outlets as Pizza Hut accepted only dollars but simply possessing foreign currency was a felony for Soviet citizens. One had to stay for two or three hours in line just to get inside although it was very expensive. I remember I spent about 10 rubles for a Big Mac dinner – almost 5% of my monthly salary but it was a rare chance to taste a symbol of “glamorous” Western life. Back in 1990 recruiters at McDonalds in Moscow had a chance to pick up candidates to wash restrooms among thousands and thousands of career hungry applicants. Cashiers at McDonalds look like Russia Beauty Pageant finalists. They also smiled as if I were in a jury and were awesomely friendly.



Fifteen years later dozens of McDonalds are all over Moscow. They are always very crowded as they are probably the cheapest fast-food outlets where you can be sure that the food quality is stable. About 2 US$ for ‘Royal de Luxe’ and a glass of orange juice is very reasonable. A week ago I was at one McDonalds with a friend of mine. “Look, - he said and pointed at waiters, - The Monster Corporation”. One was obese, one unhealthily thin, one with huge ears, one with a missing front tooth. And all of them had that weird gaze of a zombie automaton. Where on earth did they find them? Still there are huge ads all around that run “McDonalds is Hiring! Give your career a boost!” All these ads picture happy smiling employees from 1990. I guess so, because I don’t see them at McDonalds in Russia anymore.

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