What Vkusno - i tochka does

Vkusno - i tochka is a Russian quick-service restaurant chain operating more than 980 company-owned locations plus approximately 120 franchised restaurants across 66 Russian regions, serving roughly 2 million guests per day. The business was created in June 2022 following McDonald's exit from Russia; the operating company was acquired by Alexander Govor's group and rebranded, although operations trace back to 1990. The company is privately held under LLC "Sistema PBO" and employs more than 60,000 people. Its supplier network comprises approximately 160 partners, with 99% domestic Russian procurement.

The core offering is a standardized QSR menu built around burgers, chicken items, breakfast, coffee, and kids' combos, augmented by seasonal product rotations and limited-edition merchandise (glass tumblers, plush toys). Operations run on a "Made for You" production system with self-service kiosks, drive-through (Автораздача), in-store dining, and delivery. The technology layer consists of a mobile application with a recommendation engine built on transaction data, Yandex.Metrika web analytics, and the "Moy Bonus" loyalty program offering 3% cashback to a base of approximately 5 million email subscribers.

Revenue is generated primarily through direct restaurant sales, supplemented by franchise fees and royalties from the franchised estate. The mobile app and loyalty program drive repeat visits and engagement rather than a separate subscription line. ESG and community initiatives — recycling of 6,000+ tons of used cooking oil and 3,500 tons of cardboard annually, coffee-grounds composting, Braille menus, and the "Semya Vmeste" charity foundation — support brand positioning. Financial statements are not publicly disclosed.

Name

Vkusno - i tochka

Legal name

Общество с ограниченной ответственностью «Система ПБО» (OOO «Sistema PBO»)

Website

https://vkusnoitochka.ru

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Russian quick-service restaurant chain operating 980+ company-owned and approximately 120 franchised locations across 66 Russian regions, serving roughly 2 million guests daily under a brand created in 2022 when McDonald's Russia was acquired and rebranded.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurants

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Burger QSR (THAFAAAA)

akta.pro secondary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Quick-service restaurants
• Fast food chain
• Food delivery service
• Restaurant franchise
• Loyalty program

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Food and Beverage Sales: Core revenue from direct sales of food and beverages at company-owned quick-service restaurant locations. Customers pay at counter, drive-through, or via self-service kiosk. Revenue from delivery orders placed through the mobile app.
2. Franchise Fees and Royalties: Revenue from franchise partners (OOO 'Razvitie ROST', OOO 'SPP', OOO 'Kavkaz i Tochka') who operate approximately 120 PBO locations under the Vkusno - i tochka brand. Franchisees pay licensing fees for use of brand, systems, and operational standards.
3. Loyalty Program / App Engagement: Mobile app drives customer engagement and retention through the 'Мой Бонус' loyalty program. Customers earn 3% of purchase value in bonus points redeemable for menu items. The app also generates delivery order revenue and serves as a marketing channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Vkusno - i tochka operates a quick-service restaurant (QSR) chain offering burgers, chicken products, breakfast items, beverages, coffee, desserts, and seasonal menu items through dine-in, drive-through (Автораздача), self-service kiosks, and mobile-app-enabled delivery. The company runs 980+ company-owned establishments across 66 Russian regions, supplemented by 120 franchise-operated locations and a mobile loyalty program (Мой Бонус) providing 3% cashback in bonus points.

Product overview

«Вкусно — и точка» operates a unified quick-service restaurant network (over 980 enterprises in 66 Russian regions) with a modular portfolio of integrated consumer-facing offerings. The core platform is the physical restaurant network, supplemented by a mobile app ( Доставка / Delivery), a loyalty program (Мой Бонус), and a café sub-brand (Кафе). Distinct product lines include the Кидз Комбо children's meal with collectible toys (featuring licensed characters from LINE FRIENDS, Смешарики, Маша и Медведь), a collectible Стаканы glass series (with MMOMA collaboration), and an accessibility program featuring Braille menus. The business also encompasses a franchise program (Франшиза), a press/media portal, and a charitable foundation (Семья вместе).

Differentiator

Problem solved

Functional benefit

Brands

• Благотворительный фонд «Семья вместе» (Semya vmeste Charitable Foundation): Charitable foundation established by the companies operating under the Vkusno — i tochka brand. Provides medical support for children, operates family houses near hospitals, runs inclusive playgrounds, and provides adaptive physical education programs.

Products and services

• Vkusno - i tochka Restaurants (Рестораны «Вкусно — и точка») The company's primary quick-service restaurant network offering a full menu of burgers, chicken products, breakfast items, beverages, coffee, desserts, and seasonal specials. Operates 980+ enterprises across 66 Russian regions, serving approximately 2 million guests daily through dine-in, drive-through, and self-service kiosks.
• Delivery (Доставка) Food delivery service enabling guests to order the full Vkusno - i tochka menu for home or office delivery through the mobile app.
• Mobile Application «Vkusno — i tochka» (Мобильное приложение) The company's official mobile application enabling ordering, delivery, loyalty program management, personalized recommendations, and engagement with promotions. Available on Google Play, App Store, AppGallery, and RuStore.
• Loyalty Program «Мой Бонус» (My Bonus) Loyalty program accessed through the mobile app where registered users earn bonus points equal to 3% of purchase value when scanning a QR code at checkout or ordering via the app, redeemable for free menu items.
• Café (Кафе) An in-restaurant and standalone café offering featuring coffee drinks, desserts, pastries, bubble tea, iced beverages, and specialty seasonal drinks.
• Kids Combo (Кидз Комбо) A children's meal offering with customizable food options paired with collectible toys. Includes combos featuring character licensing (LINE FRIENDS, Смешарики, Masha and Medved) and branded collectible keychains, starting from 329 rubles. Designed for families with children.
• Vkusno - i tochka Franchise Program (Франшиза) The company's franchise program with three active franchisee partners operating 120 branded quick-service restaurants (PBO) across 29 Russian cities. Franchisees pay licensing fees for use of brand, systems, and operational standards. Partners include OOO Razvitie ROST (airports and large train stations), OOO SPP (14 regions), and OOO Kavkaz i Tochka (North Caucasus republics).

Quantifiable outcome

• 2 million guests served daily across 980+ locations in 66 RF subjects
• +6 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Scale indicators15 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Burger King Russia: Burger King Russia operates a directly comparable flame-grilled QSR chain serving burgers, fries, and breakfast items to mass-market Russian consumers through company and franchise locations, overlapping on menu, price tier, and customer base with Vkusno - i tochka.
• Teremok: Teremok is a leading Russian QSR chain specializing in traditional Russian fast food (blini, porridge, soups) with several hundred locations in Moscow and other cities; it competes directly with Vkusno - i tochka for breakfast, lunch, and casual-dining occasions among Russian mass-market consumers.
• Papa John's Russia: Papa John's Russia operates as a franchise QSR pizza chain within Russia with dine-in and delivery; comparable to Vkusno - i tochka in delivery-led QSR model, customer overlap (families and young adults), and value-tier positioning.
• Rostic's (rebranded KFC Russia): Rostic's is the rebranded Russian successor of KFC, operating a multi-hundred-store quick-service chicken-and-burger chain across Russia with similar dine-in, drive-through, and delivery models; directly comparable in format, customer segment (mass-market Russian consumers), and category positioning to Vkusno - i tochka.
• Dodo Pizza: Dodo Pizza is a major Russian-origin QSR pizza chain with strong digital ordering, loyalty, and delivery operations; it competes with Vkusno - i tochka on the casual-eating, delivery, and value menu occasions within the Russian mass market.
• Kroshka Kartoshka: Kroshka Kartoshka is a long-established Russian QSR chain built around baked potatoes and casual fare; it competes for similar price-sensitive, mass-market lunch and snack occasions in Russian cities where Vkusno - i tochka also operates.

Broad incumbents

• McDonald's Corporation: McDonald's is the global QSR incumbent from which Vkusno - i tochka was spun off in 2022; while Vkusno is a Russian private operator, McDonald's remains the closest functional benchmark for menu, operating model, and unit economics, and has signaled potential re-entry into Russia, making it the most strategically relevant broad incumbent.
• Restaurant Brands International (Burger King global): Restaurant Brands International is the global QSR parent of Burger King; it provides a broad-incumbent reference point for international QSR franchise economics, royalty structures, and brand-management practices applicable to the Russian QSR market in which Vkusno - i tochka competes.
• Yum! Brands (KFC / Pizza Hut global): Yum! Brands is the global QSR incumbent operating KFC and Pizza Hut; its prior Russian franchisee relationships, franchising know-how, and global benchmark data make it a strategically relevant broad incumbent for understanding unit economics, franchising standards, and the trajectory of Russian QSR chains like Vkusno - i tochka.

Emerging players

• Cofix Russia: Cofix Russia is an emerging specialty coffee and snack QSR chain with smaller footprint but comparable format and digital/app-led ordering; overlaps with Vkusno - i tochka's café sub-brand and coffee/bubble-tea offering on price-sensitive urban coffee occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vkusno-i-tochka

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vkusno - i tochka