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    The space industry is on its way to reach $1 trillion in revenue by 2040, Citi says

    Citi expects the space industry to reach $1 trillion in annual revenue by 2040, with launch costs dropping 95% to unlock more services from orbit.
    The global space economy’s value reached $424 billion in 2020, having expanded 70% since 2010.
    Despite the optimistic outlook on the space economy’s future, Citi emphasized that much about the industry remains speculative.

    A Falcon 9 rocket carries 49 Starlink satellites toward orbit on Feb. 3, 2022.

    The space industry should reach $1 trillion in annual revenue by 2040, with launch costs dropping 95%, Citigroup analysts said in an extensive report published this month.
    A further decline in the cost of accessing space would create more opportunities for technological expansion and innovation, unlocking more services from orbit such as satellite broadband and manufacturing, the bank added.

    Citi’s estimates for the industry match forecasts published in recent years by Morgan Stanley, Bank of America and others. The global space economy’s value reached $424 billion in 2020, according to research from Space Foundation, having expanded 70% since 2010.
    “Revenue from manufacturing, launch services and ground equipment will make up the majority of the revenue growth in the satellite sector,” Citi said. “However, the fastest growth rate is expected to come from new space applications and industries, with revenue forecast to rise from zero to $101 billion over the period.”
    Private investment in space companies, especially from venture capital, has steadily broken annual records over the past decade. Last year, space infrastructure companies received $14.5 billion of private investment, according to Space Capital’s quarterly report, which tracks about 1,700 companies.
    A flurry of space companies went public last year through SPAC deals, but most of the stocks are struggling despite the industry’s growth. The shifting market environment, with climbing interest rates hitting technology and growth stocks hard, have seen space stocks drop as well. Shares of about a dozen space companies are off 50% or more since their debut.
    Despite Citi’s optimistic outlook, the firm emphasized that much remains speculative in the industry, “such as space-based solar power, moon/asteroid mining, space logistics/cargo, space tourism, intercity rocket travel, and microgravity R&D and construction.”

    “A similar analogy would be attempting to forecast the value of the internet today versus nearly 20 years ago when the term ‘smartphone’ was relatively unknown and before broadband replaced dial-up internet connections,” the analysts said.

    Launch costs plummeting

    In Citi’s view, a $1 trillion space economy would happen through a decline in launch costs, which it says “have already fallen precipitously since the 1980s,” about 40 times lower.
    The cost of a rocket launch is typically broken out on a dollar-per-kilogram basis. From 1970 to 2010, Citi noted, the average launch cost plateaued around $16,000 per kilogram for heavy payloads and $30,000 per kilogram for light payloads.
    The bank credited the private sector for the sharp decline in costs. “Lower launch costs were pioneered by SpaceX with the launch of Falcon 9 in 2010,” Citi said. The rocket dropped the average cost per kilogram down to around $2,500, 30 times lower than NASA’s Space Shuttle’s costs and 11 times lower than the previous historical average.
    “Fundamentally, with the new generation of space being driven by the commercial sector, the launch industry is seeing a secular shift from being largely cost-plus pricing-based to being value-based in order to open up new markets and maximize profitability,” Citi said. “Previously, the launch market had a limited number of government-supported companies that were concerned more with military capability and creating revenue and jobs than with increasing operational efficiency.”
    The increasingly common practice of reusing rocket boosters is driving that cost down. Citi estimates launch costs could fall to about $30 per kilogram by 2040 in a best-case scenario. If rockets are “still only being reused around 10 times” each by 2040, which SpaceX is already doing, the cost still comes down significantly to about $300 per kilogram, the firm said.

    Satellite boom

    The satellite market makes up the largest slice of the space economy, at over 70%, and Citi says the sector “is undergoing a paradigm shift in demand.”
    While satellite revenues have dominantly come from services like television, the bank sees an expansion into applications ranging from consumer broadband to mobile connectivity to internet-of-things networks.
    The bank believes the expansive satellite networks of SpaceX’s Starlink and Amazon’s Project Kuiper will accelerate this shift through “greater accessibility” to internet services across the globe.
    Another sector Citi sees strong gains in is satellite imagery, which the firm estimates makes up about 2%, or $2.6 billion, of the current space economy. The bank forecasts an expansion in the sector driven by “space-as-a-service” applications, reaching $17 billion in annual sales by 2040.

    Regulations and space junk

    Expanding the space economy won’t be easy, though, the firm said, noting that the harsh environment of space, the steep upfront capital costs and the long timeline to see returns on space projects all represent significant growth risks.
    Citi stressed that the perception of space “as a mere hobby for billionaires” represents another risk, as the industry “needs to gain public acceptance before it can be adopted across various industries.” While investment from private entities has driven down the cost of access to space, with more people and spacecraft flying for a fraction of what governments have been able to accomplish, the perception that space companies are ego-driven pet projects of the most wealthy individuals can damage the industry’s potential, the firm said.
    As to human spaceflight, Citi noted that the failure rate for crewed launches is less than 2% historically. But that “is still far too high for space passenger flights,” it said, given that commercial aviation experiences failures at the minuscule rate of about 0.0001%.
    Regulatory risk represents another obstacle for the industry, Citi noted. There are several federal and international entities responsible for approving and regulating space companies.
    Then there’s space junk. Such debris represents “a rapidly growing threat to satellites in orbit, future launches and the expansion of opportunities across the space ecosystem,” Citi said. Tens of thousands of artificial objects are tracked in orbit around the Earth, with many times that expected to be in orbit but are too small to be tracked.
    “This increases the risk of the ‘Kessler Syndrome’ becoming a reality — the idea that space junk in orbit around the earth, with no air resistance to slow it down, will reach a saturation point where it simply collides with other space junk and fragments into smaller pieces, until it eventually creates a debris field that stops any new satellites from being launched,” Citi said.

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    Cramer’s week ahead: Stocks can't stage 'meaningful' comeback until major obstacles are resolved

    Monday – Friday, 6:00 – 7:00 PM ET

    CNBC’s Jim Cramer warned investors on Friday that a market rally has no chance of sustaining until the causes of the turmoil are resolved.
    “We need China to reopen, Russia to withdraw from Ukraine, and the [Federal Reserve] to curb-stomp inflation with a 100-basis point rate hike,” the “Mad Money” host said.

    CNBC’s Jim Cramer warned investors on Friday that a market rally has no chance of sustaining until the causes of the turmoil are resolved.
    “If we want the market to stage a meaningful comeback, we need China to reopen, Russia to withdraw from Ukraine, and the [Federal Reserve] to curb-stomp inflation with a 100-basis point rate hike,” the “Mad Money” host said. “Unfortunately, only one of those three is within America’s control.”

    His comments come on the heels of a volatile week of trading spurned by missed earnings quarters from retail behemoths, mounting investor concerns about inflation and global geopolitical tensions.
    The S&P 500 closed around 19% below its record, while the Nasdaq Composite reached 30% off its highs, in bear market territory. The Dow Jones Industrial Average recorded its first eight-week losing streak since 1923.
    In addition to giving his take on the current market, Cramer looked ahead to next week’s slate of earnings and gave his thoughts on each reporting company. All earnings and revenue estimates are courtesy of FactSet.
    Monday: Zoom

    Q1 2023 earnings release after the close; conference call at 5 p.m. ET
    Projected EPS: 96 cents
    Projected revenue: $1.23 billion

    Zoom stock will stay down unless the company innovates or acquires another company that helps it do so, Cramer said.

    Tuesday: Best Buy, AutoZone, Toll Brothers
    Best Buy 

    Q1 2023 earnings release before the bell; conference call at 8 a.m. ET
    Projected EPS: $1.59 
    Projected revenue: $10.45 billion

    Cramer noted that while he’d normally urge investors to buy shares of Best Buy at its current price, buying anything lately has felt risky.
    AutoZone

    Q3 2022 earnings release before the bell; conference call at 10 a.m. ET
    Projected EPS: $26.20
    Projected revenue: $3.71 billion

    Cramer said that the company’s stock is a winner.
    Toll Brothers

    Q2 2022 earnings release after the close; conference call at 8:30 a.m. ET
    Projected EPS: $1.50
    Projected revenue: $2.08 billion

    “Most skeptics … think the earnings will be cut in half in the future, if not more,” Cramer said.
    Wednesday: Nvidia

    Q1 2023 earnings release after the close; conference call at 5 p.m. ETProjected EPS: $1.30
    Projected revenue: $8.12 billion

    “The action ahead of the quarter has been horrendous. … I actually think the print will be a good one, I just don’t know if anyone will care,” Cramer said.
    Thursday: Macy’s, Costco
    Macy’s

    Q1 2022 earnings release before the bell; conference call at 8 a.m. ET
    Projected EPS: 82 cents
    Projected revenue: $5.33 billion

    Macy’s has a similar product lineup to Target, which reported worse-than-expected earnings this quarter, Cramer noted.
    Costco 

    Q3 2022 earnings release at 4:15 p.m. ET; conference call at 5 p.m. ET
    Projected EPS: $3.04
    Projected revenue; $51.32 billion

    Cramer said that while the company is performing well, its stock is down so much that a huge special dividend and buyback might be the only thing that could make it rally.
    Friday: Canopy Growth

    Q4 2022 earnings release before the bell; conference call at 10 a.m. ET
    Projected EPS: $10.70
    Projected revenue: $130 million

    “Canopy needs national legislation promoting use of marijuana, not just flat out legalization, but subsidies” for its stock to rally to its previous highs, Cramer said.
    Disclosure: Cramer’s Charitable Trust owns shares of Costco and Nvidia.

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    World Health Organization confirms 80 cases of monkeypox with outbreaks in 11 countries

    The WHO said the recent monkeypox outbreaks are unusual because they are occurring in countries where the virus is not endemic.
    More cases will likely be reported in the coming days as surveillance expands, the global health agency said.
    Monkeypox is spread through close contact. It usually begins with flu-like symptoms and then progresses to body rashes.
    It can result in death for 1 in 10 people who contract the disease based on observations in Africa, according to the CDC.

    The World Health Organization has confirmed about 80 cases of monkeypox with recent outbreaks reported in 11 countries, according to a statement Friday from the global health agency.
    The outbreaks are unusual because they are occurring in countries where the virus is not endemic, according to the WHO. More cases will likely be reported in the coming days as surveillance broadens, it said.

    “WHO is working with the affected countries and others to expand disease surveillance to find and support people who may be affected, and to provide guidance on how to manage the disease,” the agency said.
    European nations have confirmed dozens of cases in the largest outbreak of monkeypox ever on the continent, according to the German military. The U.S. has confirmed at least one case, and Canada has confirmed two. Monkeypox is usually found in Central and West African rainforests where animals that carry the virus live, according to the WHO.

    This 2003 electron microscope image made available by the Centers for Disease Control and Prevention shows mature, oval-shaped monkeypox virions, left, and spherical immature virions, right, obtained from a sample of human skin associated with the 2003 prairie dog outbreak.
    Cynthia S. Goldsmith, Russell Regner | CDC via AP

    Monkeypox is a disease caused by a virus in the same family as smallpox but is not as severe, according to the Centers for Disease Control and Prevention. However, monkeypox can result in death in as many as 1 in 10 people who contract the disease based on observations in Africa, according to the CDC.
    The smallpox vaccine is 85% effective at preventing monkeypox based on observational studies in Africa, according to the WHO and the CDC.
    Monkeypox is spread through close contact with people, animals or material infected with the virus. It enters the body through broken skin, the respiratory tract, the eyes, nose and mouth. Though human-to-human transmission is believed to occur through respiratory droplets as well, that method requires prolonged face-to-face contact because the droplets cannot travel more than a few feet, according to the CDC.

    Monkeypox usually begins with symptoms similar to the flu including fever, headache, muscle aches, chills, exhaustion and swollen lymph nodes, according to the CDC. Within one to three days of the onset of fever, patients develop a rash that begins on the face and spreads to other body parts. The illness usually lasts for about two to four weeks.
    “As monkeypox spreads through close contact, the response should focus on the people affected and their close contacts,” the WHO said. Health-care workers, household members and sexual partners of people who have the virus are at greater risk of disease.
    The CDC confirmed a monkeypox case in Massachusetts on Wednesday. The person had recently traveled to Canada using private transportation. New York City is investigating a possible monkeypox case, according to a health department statement Thursday.
    The U.S. had a monkeypox outbreak in 2003, the first outside Africa, which was caused by human contact with infected prairie dogs kept as pets. That outbreak resulted in more than 70 reported cases.

    CNBC Health & Science

    Read CNBC’s latest global coverage of the Covid pandemic:

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    Jim Cramer says he likes these three smaller plays in battered retail sector

    Monday – Friday, 6:00 – 7:00 PM ET

    CNBC’s Jim Cramer said Friday that while the retail sector has had a rough week, there are still several winners that stand out against the deluge of stocks that tanked.
    “While retail’s truly awful right now, it’s not uniformly awful. Most stores may be struggling, but you’ve got a few that are doing quite well,” the “Mad Money” host said.

    CNBC’s Jim Cramer said Friday that while the retail sector has had a rough week, there are still several winners that stand out against the deluge of stocks that tanked.
    “The big four aren’t the only retailers that reported this week, and surprisingly, some of the smaller players actually did pretty well,” the “Mad Money” host said, referring to retail giants Walmart, Home Depot, Target and Lowe’s.

    “While retail’s truly awful right now, it’s not uniformly awful. Most stores may be struggling, but you’ve got a few that are doing quite well. And I’m telling you that TJX is definitely a buy, [BJ’s Wholesale] I’m okay on, Foot Locker is alright for a trade,” he later added.
    Cramer’s comments come after several retail giants reported their quarterly earnings this week. Target and Walmart both reported disappointing results that saw their stocks fall, while Home Depot and Lowe’s fared better.
    “These big-box chains are being eaten alive by inflation and changing consumer preferences — people are no longer spending like we’re in a pandemic, they’re spending like we’re back to normal,” Cramer said, noting that that has led to excess inventory for these retailers.
    While that’s bad news for names like Target and Walmart, it’s a tailwind for discount retailers such as BJ’s and TJX, which operates TJ Maxx and Marshalls, Cramer said.
    TJX “preys on the weakness of other retailers — it’s like a vulture. For several quarters, they couldn’t get their hands on much merchandise because nobody had excess inventory. … When you see Walmart and Target struggling like this, you know TJX won’t have a problem getting good product,” he said.

    As for Foot Locker, Cramer said its better-than-expected quarterly earnings puts it in a more comfortable spot than several of its bigger peers.
    “Clearly, these guys do have a better handle on the current retail landscape than most other operators,” he said.
    Disclosure: Cramer’s Charitable Trust owns shares of Walmart.
    Sign up now for the CNBC Investing Club to follow Jim Cramer’s every move in the market.
    Disclaimer

    Questions for Cramer?Call Cramer: 1-800-743-CNBC
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    Report says SpaceX paid woman over Musk sex misconduct claim – he denies 'wild accusations'

    A report from Business Insider says SpaceX paid a flight attendant $250,000 in severance over a sexual misconduct claim made against CEO and founder Elon Musk.
    Musk told the outlet that there is “a lot more to this story.” Later, he tweeted that “wild accusations” against him were untrue, although he didn’t specify the allegations.
    The Insider report comes as Musk, who is also CEO of Tesla, is engaged in an effort to purchase social media giant Twitter.

    SpaceX founder and CEO Elon Musk said in a tweet late Thursday that “wild accusations” against him are not true after a Business Insider report said the aerospace company had paid $250,000 in severance to a private jet flight attendant who accused the billionaire of sexual misconduct.
    The report, which cited interviews and documents obtained by Insider, said the woman claimed that during a massage she was giving Musk he exposed his erect penis, touched her thigh without her consent and offered to buy her a horse if she performed sex acts. CNBC could not independently verify those allegations.

    While Musk did not specify which accusations he was referring to in his tweets, he told Insider there was “a lot more to this story” as he asked the publication for more time to respond to the article’s claims, according to the outlet.
    “If I were inclined to engage in sexual harassment, this is unlikely to be the first time in my entire 30-year career that it comes to light,” Musk wrote to Insider, according to the story. He also said its article was a “politically motivated hit piece,” the outlet reported.

    Insider reported that it moved the publication deadline after Musk requested more time to respond, but that he never made further comment on the allegations. Christopher Cardaci, legal affairs vice president at SpaceX, was quoted by Insider as saying, “I’m not going to comment on any settlement agreements.”
    Later, Musk, without referring directly to the report, tweeted that “for the record, those wild accusations are utterly untrue.”
    “The attacks against me should be viewed through a political lens – this is their standard (despicable) playbook,” he tweeted.

    The Insider report comes as Musk, who is also CEO of Tesla, is engaged in an effort to purchase social media giant Twitter. Friday morning, Musk tied the controversy to his deal to buy Twitter. “In my 30 year career, including the entire MeToo era, there’s nothing to report, but, as soon as I say I intend to restore free speech to Twitter & vote Republican, suddenly there is …” he wrote.
    Insider reported that the alleged incident occurred in Musk’s room aboard a SpaceX jet on a flight to London in late 2016, after the world’s richest person asked her to give him a “full body massage.”
    CNBC reached out to Musk and SpaceX for comment on those allegations but did not immediately hear back.
    “We stand by our story, which is based on documents and interviews and which speaks for itself,” an Insider spokesperson said in response to a request for comment.
    The allegations reported Thursday are detailed in a declaration signed by a friend of the flight attendant.
    That declaration was made to support a complaint that the woman’s lawyer had made to SpaceX’s human resources department in 2018 after she felt that her work opportunities at the company dwindled after she declined to engage in sexual contact with Musk, according to Insider.
    Neither the friend, who spoke with Insider, nor the woman, who declined to be interviewed by the publication, was identified by name in the article. The flight attendant signed a nondisclosure agreement as part of her settlement with SpaceX, according to the report.

    CNBC Politics

    Read more of CNBC’s politics coverage:

    Insider reported that the friend said the flight attendant told her the story about Musk shortly after it happened.
    The outlet reported that the friend said she decided to reveal the woman’s allegation without first asking the flight attendant because she felt obliged as a survivor of sexual assault to disclose the claim against Musk.
    Insider reported that the flight attendant’s complaint to SpaceX’s HR department was “resolved quickly after a session with a mediator that Musk personally attended.”
    The news outlet said Musk, SpaceX and the flight attendant in November 2018 entered into an agreement to have the woman paid $250,000 in severance in exchange for promising not to file a lawsuit connected to her claims.
    Read the full Insider report here.
    — CNBC’s Weizhen Tan and Michael Sheetz contributed to this report.

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    Cramer's lightning round: Signet Jewelers is a buy

    Monday – Friday, 6:00 – 7:00 PM ET

    It’s that time again! “Mad Money” host Jim Cramer rings the lightning round bell, which means he’s giving his answers to callers’ stock questions at rapid speed.

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    Riot Blockchain Inc: “You absolutely should own it as it was your speculative situation. … But please, don’t add too many of those.”

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    Veteran technical analyst Larry Williams sees a market bottom in the making, Jim Cramer says

    Monday – Friday, 6:00 – 7:00 PM ET

    CNBC’s Jim Cramer on Friday explained fresh technical analysis from veteran chartist Larry Williams that signals the market is headed for a bottom.
    “He says this is it. … I wouldn’t bet against him. I trust his predictions more than I despise this market, and I say that as someone who really does hate the tape,” the “Mad Money” host said.

    CNBC’s Jim Cramer on Friday explained fresh technical analysis from veteran chartist Larry Williams that signals the market is headed for a bottom.
    “I know it’s tough to believe anything positive at this moment, but I said the same thing in April 2020, and that’s when Larry Williams made one of the best bottom calls I’ve ever seen,” the “Mad Money” host said, referring to when the market spiraled after the onset of the Covid pandemic sent shockwaves through the global economy.

    “He says this is it. … I wouldn’t bet against him. I trust his predictions more than I despise this market, and I say that as someone who really does hate the tape,” he added.
    Cramer started off his explanation of Williams’ analysis by examining the S&P 500 futures chart.

    Arrows pointing outwards

    The futures line is in black and the advance/decline line, a cumulative indicator measuring the number of stocks going up on a daily basis versus the number going down, is in blue, Cramer said.
    Williams views the advance/decline line as an indicator of the market’s internal strength or weakness, according to Cramer.
    “Right now, you can see that while the S&P spent the last week getting smashed into oblivion, the advance/decline line has been holding up much better. In fact, it’s steadily worked its way higher,” he said.

    He noted that that pattern – when an important indicator goes the opposite way of an index – is called a bullish divergence. “According to Williams, this action in the advance/decline line is incredibly positive for the market. It tells you that, from the perspective of breadth, the worst of this decline may be behind us,” Cramer said.
    Next, Cramer inspected the daily S&P futures chart plotted with the on-balance volume index in purple. The chart reveals that the volume of trading has already started to “dry up on the sell side,” Cramer said.

    Arrows pointing outwards

    He noted that the on-balance volume index is a cumulative indicator that measures volume flow by adding the volume on up days and subtracting on down days.
    “We care about this because volume’s like a polygraph test for technicians: High volume moves are telling the truth. Low volume moves [are] often misleading,” he said.
    And because the on-balance volume line has held up despite the S&P reaching new lows, the chart is consistent with what Williams would expect to see in “a down market where some major money managers have finally just started buying stocks more aggressively,” Cramer said.
    He also showed a chart showing S&P 500 futures plotted with Williams’ insider activity indicator, in green.

    Arrows pointing outwards

    “Look at the bottom of the chart – this is Williams’ … commitments of traders index, which shows you what professional money managers are doing with their futures positions,” Cramer said. “Even though the market’s down, Williams sees the professionals buying here, and that often sets up significant rallies,” he added.
    Finally, Williams observed the dominant cycles for the S&P 500, which typically run for 75 days.
    “Right now, that cycle says the S&P is ready to run … and if the cycle holds, Williams would expect it to keep running through mid-to-late June,” Cramer said.

    Arrows pointing outwards

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    Goodbye, American soft power: McDonald’s exiting Russia after 32 years is the end of an era

    In 1990, McDonald’s opened up its first restaurant in the Soviet Union, serving a record of 30,000 customers in a single opening day.
    The iconic American chain is leaving Russia and its 62,000 employees behind as hundreds of Western brands exit the country following its invasion of Ukraine.
    For a generation of Russians, McDonald’s represented their first exposure to capitalism and American culture.

    Soviet customers stand in line outside the just opened first McDonald’s in the Soviet Union on January 31, 1990 at Moscow’s Pushkin Square.
    Vitaly Armand | Afp | Getty Images

    It was 4 a.m. and a trickle of Russians had already begun lining up outside the building in the freezing winter cold, hours before opening time. 
    When the doors opened, hundreds of hungry, bundled-up Muscovites rushed in for their first-ever taste of this alien creation: the Big Mac. 

    It was January of 1990 and McDonalds was opening its very first restaurant in the Soviet Union, becoming one of the few Western companies to breach the Iron Curtain in its final days as it slowly opened up to the world.
    At that time, Russians were hungry. In the literal sense. Stores frequently ran out of food and lacked most of the products that existed in the Western world. A meal at McDonald’s cost half a days’ wages, but “it’s unusual … and delicious,” one local woman told a CBC News reporter at the opening, after trying her first burger. 
    “We are all hungry in this city,” the woman said. “We need more of these places – there is nothing in our stores or restaurants.” The McDonald’s ended up having to stay open several hours past its official closing time due to the high demand, and served a whopping 30,000 customers on its opening day – a record for the iconic American chain.  

    Of course, in the 32 years since, Russia has become a capitalist haven, replete with thousands of recognizable Western brands and foreign investment. But in the weeks following Russian President Vladimir Putin’s invasion of its neighbor Ukraine and amid global condemnation, most of these brands have shut their doors, either closing temporarily or vacating the country entirely. 

    So the scenes from 1990 have almost repeated themselves three decades later, albeit in a very different context. When McDonald’s announced the temporary closing of its more than 800 restaurants in Russia in early March, before this week’s decision to exit the country permanently, long lines were seen outside its facilities as Russians came to get what could be their last-ever golden-arched burgers and fries.

    One Russian man even handcuffed himself to the door of a Moscow McDonald’s in protest, shouting “Closing down is an act of hostility against me and my fellow citizens!” before being arrested.

    ‘Massive symbolic importance’

    For Bakhti Nishanov, a Eurasia specialist who grew up in the Soviet Union, the departure is oddly emotional.
    “It’s truly weird how this hits me. It’s almost like hope leaving the country,” he told CNBC.
    “This has a massive symbolic importance: McDonald’s coming to Russia, then part of the Soviet Union, was an implicit signal to the world that Russia is open for business. The company leaving Russia is an explicit signal that the country is no longer a place you want to be in as a business,” Nishanov said.

    People wait in line to enter a McDonald’s restaurant in Moscow on March 11, 2022, after the chain announced it was temporarily closing its 850 restaurants in Russia, joining other foreign brands that have been suspending operations in Russia following the country’s military campaign in neighboring Ukraine. McDonald’s has since decided to exit Russia permanently.
    Vlad Karkov | Sopa Images | Lightrocket | Getty Images

    “I first read about the McDonald’s in Russia in a youth magazine called Yunniy Tehnik,” Nishanov recounted. “I was absolutely mesmerized and fascinated by the article and the idea that one, for a relatively modest amount of money, can too be part of the American culture that McDonald’s was a tangible representation of.”
    “To a generation of Russians, McDonald’s — commonly referred to as MakDak — was a fascinating phenomenon,” he added. “Clearly connected to the American culture, yet very much part of their daily lives and, in a way, less foreign or alien than many other brands.” 

    A lot of employees and a lot of money

    Economically, too, the departure is significant – McDonald’s employs 62,000 people across Russia. With the hundreds of other foreign companies that have left the country, the number of jobs that have disappeared is estimated in the hundreds of thousands. 
    The burger chain will now sell its business, which included some 847 restaurants, saying that the “humanitarian crisis caused by the war in Ukraine, and the precipitating unpredictable operating environment, have led McDonald’s to conclude that continued ownership of the business in Russia is no longer tenable, nor is it consistent with McDonald’s values.”

    The logo of the closed McDonald’s restaurant in the Aviapark shopping center in Moscow, Russia, March 18, 2022.
    Picture Alliance | Getty Images

    CEO Chris Kempczinski said he was proud of all of the company’s workers employed in Russia and that the decision was “extremely difficult.” He also said that the employees will continue to be paid until the business is sold and that “employees have future employment with any potential buyer.”

    Shoppers look towards closed McDonald’s and KFC restaurants at the Mega Mall, in Khimki, outside of Moscow, Russia on March 27, 2022.
    Konstantin Zavrazhin | Getty Images

    McDonald’s write-off from exiting Russia will be between $1.2 billion to $1.4 billion, the company said. Just closing its restaurants for the first few weeks in Russia had hit its earnings significantly, costing it $127 million last quarter. Together with its 108 restaurants in Ukraine, Russian and Ukrainian business made up about 9% of McDonald’s revenue in 2021.

    ‘Crucial soft diplomacy’ during the Cold War

    Politically, the golden arches also went a long way, says Tricia Starks, a professor of history at the University of Arkansas and author of the forthcoming book “Cigarettes and Soviets.”
    “The American way of consumption was a crucial soft-diplomacy front in the Cold War … acquainting the Soviets with America’s material standards was another field of battle,” Starks said. A few other brands took on this role in the USSR before McDonald’s did, namely Pepsi in 1972 and Marlboro in 1976. 

    A Soviet policeman stands by a queue of people waiting to enter a newly opened McDonald’s on Gorky Street in Moscow in 1990.
    Peter Turnley | Corbis Historical | Getty Images

    But McDonalds, unlike a can of Pepsi or a pack of Marlboro cigarettes, “was a totally immersive experience of capitalism’s sensual joys,” she said. 
    “From the moment you stepped in, it was an entirely different experience than a Soviet restaurant. You were greeted with smiles and shouts of ‘Can I help you?’ Products were of consistent quality and always consumable. The burgers were hot!” 
    This was a culture shock to Soviet denizens, many of whom expressed confusion when staff would smile at them. “When I smile, people are asking what’s wrong, they think I am laughing at them,” one Russian employee at the McDonald’s opening day in 1990 told a reporter.

    Traditionally dressed Russian musicians perform in front of the then-busiest McDonald’s restaurant in the world in Pushkin Square in Moscow during the 15th anniversary of the opening of its first restaurant in Russia on January 31, 2005.
    ALEXANDER MEMENOV | AFP | Getty Images

    “When you were done, a worker would come and whisk away the trash, and the showplace on Pushkin Square was kept clean despite the thousands who would come by through the day — some of them waiting hours to spend a full month’s wages on dinner for a family of four,” Starks described, noting that customer service was simply not a concept in the USSR. “Service was a side product of a McDonald’s experience.”

    ‘Thank you for all your sanctions’

    Not all Russians feel bad about the golden arches leaving. 
    “Hello Americans … We want to thank you for all your sanctions, for taking away from our country Coca Cola, KFC, McDonald’s and all that sh–. Now by summer we will be healthy, strong and without ass fat,” Russian influencer and comedian Natasha Krasnova wrote in an Instagram post in March that was viewed more than 5 million times. 

    A mobile fast food van is seen in Moscow, Russia, as people buy alternative fast food after McDonald’s closed its roughly 850 restaurants across the country. March 21, 2022.
    Sefa Karacan | Anadolu Agency | Getty Images

    Many Russians have encouraged replacing Western chains with Russian-made brands, and at this point are perfectly capable of making their own burgers and other fast food products. There has also been a push by some to ditch American-style food as a whole in favor of local dishes, as much of the country rejects Western symbols out of patriotism. 

    A view of McDonald’s restaurant serving in Murmansk, Russia, the northernmost city in the world, on March 11 2022, after the chain said it would temporarily close all of its 850 restaurants in Russia in response to the country’s invasion of Ukraine. In May, it announced its permanent exit from Russia.
    Semen Vasileyevy | Anadolu Agency | Getty Images

    Many Russians feel bitter about having to deal with the consequences of a war they did not choose. Those consequences pale in comparison to the horror being dealt to Ukraine, where thousands of civilians have been killed by Russian bombs and numerous cities reduced to rubble.
    But as the war rumbles on and Russia becomes increasingly isolated by international sanctions, time will tell how many Russians will abandon their country in pursuit of the more open world they knew, and how many will choose allegiance to the state, turning against that world. 
    For Nishanov, it’s not just about McDonald’s, but something bigger. 
    “McDonald’s leaving Russia hits many of my generation differently,” he said, “I think because it represented — and I know this sounds dramatic —  hope and optimism. The company leaving confirms Putin’s Russia is a place devoid of those two things.”

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