Food Solutions KZ has launched a new brand for the former McDonald’s fast-food café chain in Kazakhstan, reported Akipress.com.
McDonald’s fast-food outlets made their debut in the country in 2016, with a total of 24 locations across Aktobe, Almaty, Astana, Atyrau, Karaganda and Kostanay.
The local chain has now been rebranded as “I’m” – its third name change within a year.
The press service of Food Solutions KZ told Informburo.kz that: “The name is read as “a(ɪ)m”, with the apostrophe taking the shape of a heart and allowing the name to be pronounced “a(i)ɫʌvm.”
“The café and drive services have been named “I’m café” and “I’m drive”.
“The new design will be reflected in signage, packaging, employee uniforms and all other elements of the company’s branding.”
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The newly renamed cafés have retained previous menu items and focus on traditional Kazakh recipes and flavours.
The interiors of the renovated cafés now include cultural motifs as well as traditional artwork.
To support local businesses, the rebranded cafés will feature local suppliers and ingredients, according to EconoTimes.
They will prioritise waste reduction and employ eco-friendly packaging solutions.
In January 2023, McDonald’s closed its operations in Kazakhstan as the Ukraine war severely disrupted meat supplies from Russia.
Food Solutions and McDonald’s terminated their licence agreement in the same month.
Food Solutions, which is owned by Kazakh businessman Kairat Boranbaev, then announced the departure of the brand along with the rebranding of the restaurants.