When McDonald’s first began reopening its Ukrainian restaurants during the seventh month of Russia’s full-scale invasion in September 2022, the move made headlines around the world and was widely touted as a symbol of Ukraine’s wartime resilience. This trend has since gained further momentum with the opening of twenty new McDonald’s restaurants throughout Ukraine by the start of 2025, including a number of venues located on some of the country’s major highways.
Room for Growth
The current expansion of the McDonald’s chain in Ukraine is in line with prewar plans and reflects the company’s ambitious long-term outlook for the country, says Yuliya Badritdinova, who serves as Managing Director of McDonald’s in Ukraine, Czech Republic, and Slovakia. Badritdinova sees considerable scope for further growth in Ukraine and says the McDonald’s presence in the country could potentially be four to five times larger. She notes that while there are currently just over one hundred Ukrainian restaurants, the figure for neighboring Poland is more than five hundred and fifty. “This serves as a benchmark for what is possible in Ukraine.”
As it expands in Ukraine, McDonald’s is focusing primarily on three location categories: major cities, regional centers where the brand is not yet present, and highways, with new venues often unveiled in cooperation with gas stations. “Despite the challenges posed by the ongoing war, our commitment to growth in Ukraine remains constant and we continue to explore opportunities for further expansion,” comments Badritdinova. “The opening of new McDonald’s restaurants since September 2022 is testament to our confidence in Ukraine’s resilience and our commitment to the country’s recovery.”
Highway Locations
The decision to establish new McDonald’s restaurants on Ukraine’s major highways reflects the company’s global strategy, with locations in Ukraine selected to maximize reach and convenience for travelers and local communities. It comes during a period when many Ukrainians are spending significantly more time on the road due to wartime dislocation and the temporary closure of the country’s airports.
Badritdinova says McDonald’s was already exploring potential roadside locations for new restaurants in Ukraine prior to Russia’s full-scale invasion, and confirms that the format has so far proved extremely popular among Ukrainian customers. Looking ahead, she anticipates opening many more restaurants on the country’s most popular road transport routes. “Right now, we have opened three new restaurants on major Ukrainian highways, but I think that in a long-term perspective there could be at least ten times as many.”
Flagship Restaurant Upgrade
In addition to the new venues unveiled since 2022, McDonald’s has also modernized a number of its existing Ukrainian restaurants. The most high-profile upgrade has taken place in the Ukrainian capital, with the McDonald’s restaurant at Kyiv’s Central Railway Station reopening in November 2024 following a comprehensive overhaul.
The Kyiv Central Railway Station McDonald’s has long served as something of a flagship for the brand in Ukraine, and is a familiar sight to the millions who pass through the Ukrainian capital’s main rail travel hub every year. It has consistently featured as one of the company’s top five busiest outlets in the country, and ranked second globally among McDonald’s restaurants in 2011 in terms of customer numbers. The recently modernized Kyiv Railway Station restaurant now boasts even more space than before, which seems particularly timely given the prominent role played by rail travel in wartime Ukraine. It also serves as a showcase for the culture of increased design inclusivity that McDonald’s is prioritizing in all of its new and remodeled restaurants.
The upgraded outlet at Kyiv’s main train station offers a range of features designed to maximize accessibility including automatic doors, height-adjustable digital self-service terminals for the convenience of wheelchair users, a specially equipped dining place for people with disabilities, and tactile tiles and plates with braille inscriptions for visually impaired diners. It is also the first McDonald’s in Ukraine to feature a passenger elevator, allowing easy access for all customers to the second floor of the restaurant. “Thousands of people from all over Ukraine will visit this restaurant every day,” says Badritdinova. “It is important for us that all guests, including the elderly, people with disabilities, parents with children, and those with limited mobility, feel as comfortable as possible.”
Investing in People
The culture of inclusivity on show at the Kyiv Central Railway Station McDonald’s is also shaping the company’s people development policies in Ukraine. In addition to a program offering the opportunity of accelerated professional development to management positions, McDonald’s employees can also enroll in a range of special training classes on topics including non-violent communication, stress management, and support for the mental health of employees in order to help recognize the symptoms of PTSD. Staff members can also access a free employee assistance program to deepen their knowledge of mental health issues and attend free therapy sessions.
The company’s commitment to a strong DEI culture can also be seen in the makeup of the McDonald’s team in Ukraine, which currently features 400 people with disabilities including over 150 with impaired hearing. Training programs have been fully adapted accordingly as part of efforts to make sure all staff members have equal career growth opportunities. With almost 400 McDonald’s employees currently serving in the Ukrainian Armed Forces, the company has also introduced workshops on how to interact with veterans and support their reintegration into civilian life, while aiding their return to positions held at McDonald’s prior to military service.
Safety First
Operating a large network of restaurants in wartime conditions has created an unprecedented number of practical challenges for Badritdinova and the McDonald’s team in Ukraine. When the first restaurants reopened in September 2022 the process took place in stages, beginning with food deliveries before expanding to the full range of dining and McDrive services. Staff received training to manage the evacuation of venues in line with specially developed safety protocols, while the initial selection of restaurants chosen for reopening reflected their proximity to shelters capable of accommodating both staff and customers during air raid alarms.
Adapting to Wartime Conditions
Badritdinova notes that the new realities following Russia’s full-scale invasion have required a high degree of logistical flexibility and innovation. Due to military action, some well-established McDonald’s suppliers have found themselves located in areas under Russian occupation, while the war has severed numerous supply chains. Thanks to the creativity of her team, Badritdinova says it has proved possible to overcome all obstacles, with 60% of products currently sourced from local suppliers and the other 40% coming from abroad.
In a business environment where unexpected developments and sudden changes are the norm, it has often been necessary to improvise and adapt. For example, when the blockade of the Polish-Ukrainian border disrupted usual supply routes, McDonald’s moved to reroute deliveries through other neighboring countries including Slovakia and Romania, despite the additional time and extra costs involved. “It is imperative that we have control and full oversight of the delivery process, ensuring that our ingredients remain fresh and avoiding any compromise on quality,” Badritdinova comments.
The company has also taken a number of precautions in anticipation of possible future complications and unpredictable events. These steps include decentralizing existing storage facilities with the establishment of additional warehouses, and the development of a shortened menu featuring core products as part of contingency planning to maintain operations even if faced with significant logistical disruption. “Today, our logistics operates smoothly, but we remain vigilant,” says Badritdinova. “This approach ensures continuity and minimizes risks, allowing us to maintain stable services and efficient supply chains across Ukraine.”
Wartime conditions have also heightened awareness of the need to continue engaging in charitable activities. McDonald’s has a long record in Ukraine of partnering with Ronald McDonald House Charities (RMHC) to support Ukrainian communities. Since 2022, these efforts have gained further momentum. One particularly eye-catching initiative came in the wake of the July 2024 bombing of Okhmatdyt Children’s Hospital in Kyiv. In a bid to offer Ukrainian customers a chance to contribute meaningfully to aid efforts, McDonald’s directed all profits from the nationwide sale of cheeseburgers on the day after the bombing to the hospital. This made it possible to collect a considerable sum of UAH 4.6 million, which was then transferred to RMHC to finance the purchase of much-needed medical equipment.
Ukrainians Are Lovin’ It
The efforts of Badritdinova and her team certainly seem to be paying dividends. McDonald’s served around 85 million customers in 2023, which represents approximately 70% of the figure for 2021, the last prewar year before the onset of Russia’s full-scale invasion. Customer numbers grew further in 2024, and by December were on track to exceed 80% of the 2021 total. Given the sharp drop in Ukraine’s wartime population, this is a significant achievement.
The millions of Ukrainians flocking to McDonald’s restaurants across the country are clearly good for business, leading to rising profits and helping the company maintain its position as the biggest taxpayer in Ukraine’s restaurant industry. However, Badritdinova believes the status McDonald’s enjoys in today’s Ukraine is best understood in a broader context. She recalls how the arrival of McDonald’s in 1997 caught the imagination of Ukraine’s first post-independence generation, and says the reopening of restaurants in 2022 reignited this bond. “It is about much more than just serving burgers,” she says. “McDonald’s has woven itself into the fabric of Ukrainian life, investing in the country, generating jobs, and supporting local communities. This enduring connection continues to resonate today.”