The thing is, as seen by the video, Russians were more than ready to "eat Westernization up" in more ways than just wolfing down a Big Mac.
IMO, the West and America missed a golden opportunity to integrate Russia, along with all the other Soviet satellites states, into Europe.
Yeltsin was about to take over for Gorbachev and turn Russia into a free market economy. Yeltsin was also very pro-American (West), but we all (well some) know what happened in the 90's in Russia. I also feel that part of the chaos that surrounded Russia during its turbulent transition could have been avoided if America and the West had seized what IMO was the perfect opportunity to transform the country into a more European-friendly, pro-American partner.
Looking back, I think Bush Sr. was an underrated President, yet I also think he dropped the ball on this, even though I thought his foreign policy paradigm overall was one of his strong suits. Russia was ripe for the taking, and America should have gone balls out to secure this opportunity. Again, IMO, it would have changed the course of history. The West's, especially America's laizzez-faire attitude was puzzling to me, to say the least, given the current circumstances.
As far as McDonalds goes, I haven't eaten there in a couple of years, and only do so when strapped for time and have no other options. I have to say, that their coffee selection, taste and quality are some of the best in Moscow. And of course, they have free WiFi.
I have never understood why the restaurants here are so crowded. The food is basically crap, and I'm sure it has played a part in fattening a percentage of the women here.