American quick-service chains like McDonald’s, Burger King, and KFC have become quite popular in Russia since entering that market in the mid-90s. The latter, run as part of a franchise partnership between Louisville-based Yum! Brands and AmRest, a Polish franchisee, sought to differentiate itself from its competitors. The most effective way to do this, they determined, was through a mobile app.
After twenty years of QSR history in Russia, consumers were well familiar with the....