Maltese-owned Premier Capital plc, the developmental licencee for McDonald’s in the Baltic states, recently marked the brand’s 20 years in Latvia with an event in Riga.
McDonald’s opened its first restaurant in the capital’s Old Town in 1994. To date it is most visited restaurant in the region, with an average 9.6 million guests every year. Premier Capital plc was named developmental licencee for McDonald’s in Latvia, Lithuania and Estonia in 2007. The company is also developmental licencee for Malta and Greece.
Premier Restaurants, Premier Capital’s operating company, runs 11 McDonald’s restaurants with several McDrive and McCafe operations,
It is the largest investor in the eating-out segment and the largest employer. In the last few years, McDonald’s has invested €15.9 million in developing the business. It has created 650 fixed jobs and operates an inclusive employment policy that embraces diversity. More than €100,000 is invested in training and motivational programmes ever year.
McDonald’s is also the largest tax contributor in the segment: in 2013, it directed €4.75 million to the Latvian tax authorities.