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The normalization you mark as McDonald’s Y Mondelez they do in their operations in Ukraine, it is expected to have an impact on post-conflict sentiment in the world.
There are measurements of IM F in which Ukraine’s inflation had reached, until 2021, a rate of 9.36 percent.
GfK found encouragement in markets such as India, highly affected by the conflict between Russia and Ukraine.
McDonald’s gave the announcement of reopening in Ukraine and the second most valuable brand in the fast food retail makes an important move in a country where there have been armed conflicts in which Russia intervenes.
The decision of McDonald’s contrasts with the one taken in Russia, a market from which he said goodbye, when it became known of the intervention of this country in the Ukrainian armed conflict.
Faced with the decision of the famous hamburger chain, the role of inflation will play a determining roleif we consider that the Ukrainian economy is also impacted by the military intervention.
The projections of IM F counted an inflation rate of 9.36 percent during 2021 in Ukraine, which is a challenge for brands to attract the Ukrainian consumer back to their stores, so attention has to be paid to post-war habits developing in this market.
With a scenario where consumer decisions have not yet been made, the economy is also seeking to adjust. Until 2019 and according INCRussia was the main export market, accounting for 9 percent of its exports; followed by China, with the 8 percent of its exports, Germany, 6 percent and Poland, 6 percent.
There is a whole map to define in Ukraine, on the actions that the brands that reactivate their businesses in this market will take, in which there are very interesting behaviors on the part of the consumer, especially due to the measures that have been imposed globally, only that in studies of kantar Y GfKthe concerns are measured by the sentiment of the foreign market to Ukraine, due to the effect that the war in this country will have on their economies, so the faster the normalization of its market, the calm in the associated economies will grow.
McDonald’s for returning to Ukraine
McDonald’s is ready to return to Ukraine and will start in Kyviv and the west of the country. The reopening phase has occurred since the restaurant chain announced the suspension of its activities last February, when the armed conflict in the region intensified.
Now, the brand announced that its process of restarting operations includes obtaining inventory in the coming months, reactivating the workforce, preparing the restaurants and finally preparing the restaurants to restart operations.
“We have spoken extensively with our employees who have expressed a strong desire to return to work and see our restaurants reopen in Ukraine, where it is safe and responsible to do so.” explained Paul PomroyCorporate Senior Vice President of International Traded Markets at McDonald’srecognizing that in recent months the belief that these measures promote a sense of normality has increased.
And boy, this feeling is necessary, so that the spirits in foreign countries are also regularized. In an investigation of kantarthe 39 percent of inhabitants in countries like India, said they were concerned about the phenomenon, while worldwide this index was 69 percent.
Within Germany the concern with which GfK I know he found in Germany, where consumer sentiment dimmed in less 15.5 percent last April, the date on which the last measurement was carried out.
“A sustainable recovery in consumer sentiment is only possible with a swift ceasefire followed by peace negotiations. The national economy will also make a significant contribution to the overall economic development again as a result of the decrease in uncertainty, and the relaxation of pandemic-related restrictions could also have a positive effect,” concluded Rolf Bürkl, consumer specialist at GfK.
The impact of the decision of the brands to return to operate in Ukraine will be definitive to achieve a general economic mood and with it an increase in the expectation of the regularization of prices, so necessary in the inflation that is experienced worldwide, so it is positive that not only the second most valuable brand fast food andn the world announces its return to this country, brands like Mondelez they have also announced their plans to reactivate their Ukrainian plant, dedicated to the production of potato chips.
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