Celebrating 30 Years of McDonald’s in Romania, Malta, and Estonia
Tuesday 11th November 2025
In 2025, Premier Capital marks 30 years since McDonald’s first opened its doors in Romania, Malta, and Estonia. What began as a single restaurant in each market has grown into a wide-reaching presence that’s become part of daily life for millions.
As the developmental licencee for McDonald’s in these three countries, Premier Capital has helped shape a local version of the world’s most recognisable restaurant brand, balancing global standards with a genuine connection to local culture. From First Food Franchises acquiring the McDonald’s Developmental Licence for Malta in 1995, to Premier Capital’s formation in 2005, the company has continuously expanded its footprint, adding new markets and marking a series of key milestones that have shaped how customers experience McDonald’s today.
Key Moments: 1995–2025
McDonald’s was introduced to Malta in 1995 by Paul Hili as developmental licencee, when First Food Franchises was awarded the licence to operate McDonald’s in Malta.
A decade later, Premier Capital was established and began expanding the business into new territories. In 2005, Melo Hili became the Developmental Licencee for McDonald’s Malta, and expanded the business across Europe, adding Estonia, Latvia, and Lithuania in 2007, Greece in 2011, and Romania in 2016. Under his leadership, the company has diversified into new sectors including technology, hospitality and real estate.
The brand has become part of the national landscape; and in Romania, Malta, and Estonia we welcome guests in nearly 200 McDonald’s restaurants today.
Malta: A Staple in Community Life
Malta’s first McDonald’s opened in Valletta in 1995 and became an instant hit. Within just 70 days, three more locations followed, marking the start of a strong local presence. From the outset, there was a clear focus on quality: an operations manager and a team of Maltese restaurant managers spent six months training in Canada ahead of the launch. They returned to train the first 200 Maltese crew members, laying the groundwork for a well-prepared, locally led operation.
Malta remains a key market for Premier Capital where the business first took shape and continues to guide its growth across Europe. Today, nine restaurants operate across the country, including two McDrives and seven McCafés, serving more than 10,000 guests each day. The Tigné Seafront outlet in Sliema stands out with its large terrace and sea views, making it one of the most scenic McDonald’s locations in Malta.
In 2024, McDonald’s at Malta International Airport became the best-performing restaurant across the entire Premier Capital network in terms of sales and guests served. It earned global recognition, ranking among the top 20 McDonald’s restaurants worldwide out of 40,000 locations across 120 countries. The restaurant became the first in the group’s history to ever close a year with a record-breaking €11 million and welcomed 4.7 million guests (more than any other restaurant in the group to date).
McDonald’s Malta has long been woven into everyday life, whether as a spot for birthdays, post-wedding meetups, or casual family meals. Restaurants like Buġibba became iconic for their play areas and welcoming atmosphere. It has also embraced local diversity, offering a range of menu items, from breakfast McMuffins to creating spaces tailored to young people and families.
Romania: Pioneering Fast Food in Eastern Europe
Romania’s first McDonald’s opened in Bucharest’s Unirea Store in 1995, where 260 team members served more than 15,000 customers on day one. That same year, Romania’s first Drive-Thru and breakfast menu were introduced – paving the way for a wave of fast-food innovation. Today, McDonald’s serves more than 360,000 guests each day across 110 restaurants nationwide.
The numbers reflect a wider story. McDonald’s Romania has created jobs for over 70,000 people, invested upwards of 600 million lei (over €117 million) in restaurant development, and relies heavily on local suppliers, buying over 100 million buns and 1.4 tonnes of fresh vegetables annually. More than 90 million burgers are sold here each year, and the brand is the market leader in the Romanian Quick Service Restaurants industry.
Estonia: A Taste of the West
Estonia also welcomed its first McDonald’s in 1995 on Viru Street in Tallinn – a location that still attracts visitors today. Seen as a symbol of change, McDonald’s quickly spread to cities like Tartu, Mustamäe, and Narva. Over the years, the Estonian market has proven to be highly adaptable, showing resilience through both growth and challenges in the market.
Since then, it’s become more than a place to eat. For many, McDonald’s has become the meeting place for families and young people, firmly embedded in Estonian community life. Today, Estonia is home to 11 McDonald’s restaurants and in 2024, these locations served more than 4 million guests, making it the strongest year to date.
The Cultural Significance of McDonald’s
Across Romania, Malta, and Estonia, McDonald’s has played a role far beyond fast food. It has introduced new dining experiences, influenced lifestyle habits, and offered a consistent standard of quality that generations have grown up with.
In Malta, the launch of the McDonald’s mobile app in 2019 attracted over 16,000 downloads in just 12 weeks. By 2022, Mobile Order and Pay had streamlined the ordering experience even further. That same commitment to convenience was matched by a push for inclusivity through the launch of the market’s first Quiet Space at Malta International Airport in partnership with Prisms Malta, designed for guests with autism and sensory sensitivities. Two more locations followed in St Julian’s and Għarghur. Restaurants also operate autism-friendly hours (Monday–Thursday, 15:00–16:30), adjusting lighting and sound for a calmer environment.
In Estonia, McDonald’s has consistently balanced convenience with community. In 2021, Premier Restaurants Estonia earned silver-level Family-Friendly Employer status from the Ministry of Social Affairs for its support of work-life balance across large teams. That same year, Estonia achieved ISO 50001:2018 certification, both part of a broader shift toward integrating technology and smarter energy use into restaurant operations.
Further recognition came with the Silver Label award, which highlights the company’s ongoing efforts to create a workplace where employees feel supported and included. The award remains valid through 2027.
Estonian customers have played a key role in shaping the brand’s regional evolution. Known for their openness to new tastes, they’re often among the first to try new products and menu formats, making Estonia a valuable testing ground for the region. This curiosity is paired with a willingness to explore premium offerings, especially when compared to the more cautious approach seen in neighbouring Latvia and Lithuania. In this way, our Estonian guests not only reflect strong brand engagement but also play an active role in influencing how new ideas are received across the Baltic markets.
People at the Heart of the Brand
McDonald’s has been a first job, a stepping stone, and for many, a long-term career. Thousands have gained experience, developed new skills, and grown with Premier Capital – some staying for decades. Behind every restaurant is a team of individuals who bring energy, reliability, and a strong sense of purpose to the work they do each day. Their stories reflect McDonald’s role not just as an employer, but as a place where people are given the chance to learn, progress, and build a future.
That sense of opportunity is not limited by background or ability. In Estonia, for example, creating space for different needs is part of the everyday approach. By 2024, 13 individuals with special needs were employed across restaurant teams, contributing to workplaces that are more inclusive, representative, and reflective of the communities they serve.
A Legacy of Opportunity and Loyalty Across Six Markets
Across our markets, our teams include young people at the start of their careers, working parents, and students building their futures. Despite their varied paths, they’re united by a strong sense of purpose and a shared dedication to their work.
Over the past three decades, more than 140,000 people have worked with McDonald’s across Premier Capital’s six markets: Malta, Romania, Estonia, Latvia, Lithuania, and Greece. That sense of opportunity remains central today, with young people continuing to make up a large part of our restaurant teams (and in many markets, the majority are under 30).
Just as significant, though, is the loyalty that runs throughout our organisation. In 2025, more than 1,000 team members will celebrate 10 years or more with the company. Each of these milestones represents dedication, consistency, and a lasting relationship with the brand.
This continuity matters. It’s seen in the everyday rhythm of the restaurants, in the knowledge passed on to new crew members, and in the care brought to every role: from the front counter to senior leadership.
Whether someone stays for a season or builds a career here, McDonald’s continues to be a workplace where people are welcomed, supported, and given the chance to plant their seeds for growth.
This extends far beyond our employees. In 2024, Premier Restaurants Romania launched the Grant My Passion programme to support young people aged 17 to 19. With over €50,000 in funding, the programme offered grants and guidance in four areas: Entrepreneurship, Talent, Education, and Sustainability. It ran until May 30, 2025, and helped young people take real steps toward their goals.
Premier Capital also continues to follow McDonald’s global standards in how we present ourselves. Uniforms have evolved over the years into a more modern and professional look, while keeping the brand’s iconic style. Every detail (from polo shirts to caps) is designed to reflect the pride and professionalism of our teams, who represent the brand every day.
The Ronald McDonald House Charities
Alongside Premier Capital’s growth across Romania, Malta, and Estonia, another journey has quietly unfolded, one that reflects the company’s long-standing support for children and families in need.
Ronald McDonald House Charities (RMHC) has been part of the McDonald’s system for 50 years, but in Premier Capital’s markets, it has played a distinct and meaningful role since the very beginning. As the developmental licencee for McDonald’s in these countries, Premier Capital also stewards the work of RMHC locally – helping expand its reach and deepen its impact through funding, infrastructure, and day-to-day collaboration.
Across these countries, donations made in McDonald’s restaurants directly support RMHC programmes that remove barriers, strengthen families, and promote healing when children need healthcare the most. In 2024 alone, the Baltics, Malta, and Romania raised funds through Happy Meal sales, digital kiosks, donation boxes, and restaurant-led initiatives – all channelled into programmes designed to meet local needs:
Malta
Romania
The Baltics
Find a restaurant near you or make your donation here.
Families First: Our 2024 Impact by Market
Each RMHC chapter focuses on the most pressing local needs, delivering targeted support through tailored programmes, services, and facilities. Here’s what that looked like in 2024:
Malta
Romania
The Baltics
Tastes of Home
Across all three markets, McDonald’s has embraced local tastes and responded to customer feedback, bringing flavours to life through limited-time campaigns that have celebrated these market’s national dishes with a McDonald’s twist. Each one stirred excitement, sparked nostalgia, and proved just how well global can meet local.
Romania
In 2016, McDonald’s Romania introduced the McMici – a limited-time burger inspired by mititei, a much-loved local dish consisting of grilled ground meat rolls made from a mixture of beef, lamb, and pork, cooked with a variety of spices.
Created specifically for Romanian customers, the McMici was the centre-piece of the Romanian Weeks campaign and timed around the country’s National Day. Promoted across TV and social media, it quickly became a customer favourite, thanks to its mix of familiar flavours and fast-food appeal. The product was discontinued after the promotion, but its popularity made it one of the brand’s most talked-about local offerings.
Malta
McDonald’s Malta gave the traditional ftira – a ring-shaped, leavened, Maltese bread – a fast-food twist in 2016 with the launch of the McFtira. Baked in a stone oven and available in three versions – Bacon, Goat’s Cheese, and Chicken – it was a nod to homegrown flavours and familiar textures. The campaign’s visuals featured the iconic Azure Window, the now-collapsed natural arch that once stood off Gozo’s coast, tying the product to a strong sense of place.
Baltics
In 2022, McDonald’s created a one-of-a-kind burger designed to reflect the shared identity of Estonia, Latvia, and Lithuania. Recognising how often the three countries are referred to as “brothers,” the campaign set out to answer a single question: what does a Baltic burger taste like? To find out, McDonald’s teamed up with popular local food bloggers, combining regional insights and flavours into a single product. The result was a burger made by the Baltics, for the Baltics – local in flavour and collaborative in spirit.
Local Fan Favourites
Across Romania, Malta, and Estonia, certain menu items have struck a particular chord with customers – so much so that their popularity has earned them a permanent spot or brought them back by popular request. Whether unique to a market or reintroduced after public demand, these favourites show how local tastes continue to shape the McDonald’s experience.
Romania
The McPuisor, a chicken burger developed specifically for the Romanian market, has become a staple on the permanent menu. Its success reflects a strong preference for locally tailored options. In recent years, McDonald’s Romania has continued to evolve its menu with new recipes and chef-led collaborations, introducing limited-edition burgers and salads that respond to local tastes while keeping things fresh and relevant.
Malta
When the Big Tasty was removed from the McDonald’s Malta menu, fans made their disappointment known. Social media buzz, online petitions, and widespread demand followed, leading to its return less than two months later. Today, the Big Tasty remains one of the most talked-about items on the Maltese menu.
Estonia
In April 2025, the reopening of the Pärnu restaurant after a full refurbishment came with a nostalgic twist: the return of the Pärnu Burger. Originally launched for the restaurant’s opening 15 years earlier, this local favourite was reintroduced for a limited time and served exclusively at the Pärnu location. Its comeback added a local touch to the reopening and highlighted the brand’s long-standing relationship with the community. Throughout April, sales at the Pärnu restaurant rose by 23.28% and guest count increased by 26.54% compared to the previous month.
30 Year Celebrations
In 2025, Romania, Malta, and Estonia each hosted their own celebrations to mark 30 years of McDonald’s. Teams from restaurants and offices came together with partners and colleagues to share the occasion, reflect on the journey, and enjoy time together outside their daily routines.
There was food, music, and a sense of celebration that brought everyone together every time. Awards recognised people for their contributions and long service, and speeches by Melo Hili looked back on the years of growth and change while acknowledging the people who made it happen. These gatherings were a reminder of the effort and continuity that have shaped the company’s story across its markets.
Romania
Malta
Estonia
Watch the Story Unfold: 30 Years of Still Lovin’ It
Step inside three distinct stories from Romania, Malta, and Estonia that bring 30 years of McDonald’s to life. Romania captures highlights from the 30 year celebrations at restaurants across the country. In Malta, see how the brand has been part of everyday moments since Valletta’s first restaurant. In Estonia, a special campaign introduced the Mac Junior, Big Mac, and Grand Big Mac, to mark three decades of enjoying one of McDonald’s most iconic meals. Each story offers a glimpse of the people and experiences behind the brand’s lasting presence.
Click to watch each story and see 30 years in motion.
Romania
Malta
Estonia
Looking Back… and Ahead
There’s nothing quite like McDonald’s. It’s a brand that’s earned its place in the everyday lives of millions by being consistent, relevant, and responsive to change. In Romania, Estonia, and Malta, that success has come through years of steady growth, local understanding, and a clear focus on delivering a great experience for every customer.
As Premier Capital marks 30 years of McDonald’s in these three markets, the focus remains on running a business that adapts quickly and delivers results. With new technologies and changing customer habits continuing to shape the industry, the next chapter is already underway.
“We mark these 30 years not only by the milestones we’ve reached, but by the people who made them possible. Across three distinct markets, we’ve grown at pace, adapting to change, embracing new ways of serving our customers, and staying close to the communities we’re part of. This progress has been built on consistency, ambition, and a shared belief in the value of working together. That’s what defines our past and it’s what will shape our future.”
Melo Hili, Chairman and Chief Executive Officer at Premier Capital.
Be a part of the journey
Join the team behind McDonald’s in six markets. See what roles are open at Premier Capital, here.