Pushkin Square, Moscow
In 1990, McDonald’s opened a restaurant in Pushkin Square, Moscow, symbolizing a significant moment in the end of the Cold War. They served over 30,000 customers on its first day.
First McCafe
In 1993, the company launched its first McCafe in Australia, marking its attempt to enter the coffee restaurant market.
Rapid growth
In 1996, McDonald’s experienced rapid growth, doubling its number of restaurants since 1988 and reaching its 20,000th location.
Acquiring companies
In 1998–99, McDonald’s begins to expand beyond its traditional business model by acquiring companies like Chipotle CMG and Boston Market, though it later divests from these holdings.
First locations
In the 90s, McDonald’s opened its first locations in countries like China (1990), India (1996), and Saudi Arabia (1993). By the end of the decade, it had more than doubled its number of locations worldwide.
Several popular
McDonald’s introduced several popular menu items in the 1990s, including the McFlurry (1995) and Chicken McNuggets in a wider variety (1992).
Select markets
In 1996, the chain released its McVeggie Burger in select markets.
Supersize options
The chain promoted larger portion sizes in the ’90s, popularizing “Supersize” options in 1992.
Advertising campaigns
The 1990s saw famous advertising campaigns, including the “Did Somebody Say McDonald’s?” slogan.
Variety of collectible
McDonald’s released a variety of collectible Happy Meal toys, often tied to movie releases or popular TV shows.
Playgrounds for kids
McDonald’s PlayPlaces expanded in the ’90s, turning McDonald’s locations into family-friendly stops with playgrounds for kids.
Later discontinued
McDonald’s Arch Deluxe tried to appeal to an “adult” audience with the Arch Deluxe burger, which launched in 1996. Despite the marketing push, it wasn’t very successful and was later discontinued.
Health issues
In 1997, McDonald’s lost a lengthy legal battle in the U.K., known as the “McLibel” trial, where activists criticized the company for environmental and health issues.