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The purpose of this paper is to analyze the fast food market and customer attitudes in Russia, and outline successful and questionable strategies of the Western fast food companies in their attempt to penetrate the Russian market.

The objective has been achieved by reviewing the first Russian entry of the Belgian‐French fast food chain “Quick” by applying qualitative research method that included observational research, surveying, and interviewing customers and employees of the company both in Paris and Moscow. The topic has been approached by comparing “Quick's” strategies with the other mainly US‐based fast food chains that operate currently in Russia. The subject scope of the paper covers fast food sector development and trends under the early recession conditions of entry.

It was found that luxury or more upscale (“healthy”) positioning strategy of the new entrant “Quick” into the fast food market in Russia is not working. The company also exhibited a poor location strategy and possibly entered into an inefficient strategic alliance with the Russian partner Tashir group. Some meaningful adjustments are also required for the supply chain structure of “Quick” chain in Russia.

The paper is analyzing the experiences of the new entrant in Russia. It contains new ideas for the fast food sector in the country, and Russian‐foreign equity type joint ventures. This paper presents interest for the needs of the international executives and global marketing specialists.