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Stung by a fall in revenue in 2012 in Europe, McDonald’s Corp (NYSE:MCD) is changing the way it does business in Russia, where it has a grip on 43 percent of the fast food market. Rivals such as Burger King (NYSE:BKW), Subway Restaurants, Yum Brands (NYSE:YUM) and Wendy’s (NYSE:WEN) are trying to get some of that by increasing their presence through opening new outlets, and it doesn’t matter if it takes them to Siberia. McDonald’s plans to resort to its global franchising model, so far not used in Russia, to bolster its reach into airports and train stations as well as outlying territories such as Siberia. Its partner for the travel targeted outlets is OAO Rosinter Restaurant Holding, which operates local chains Il Patio and Planet Sushi, as well as franchises for a foreign chain such as T.G.I. Friday’s.

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