Raisa Polyakova, Chief Executive Officer, KFC in Russia and CIS
The willingness to radically change our lives and consume in new ways is one of the main consequences of the pandemic. In 2021, Russians spent more than one trillion rubles, or about 2% of total household demand, on goods instead of services, and that is without taking into account the expenditures of failed tourists.
Discussion points: • Is this change in behavior forced or will it prove convenient? • To what extent will the buyer be willing to return to the service economy after defeating COVID-19? • Has digital infrastructure really become more important than industrial infrastructure?
