the difference is that for 30 years since McDonalds is in Russia, nobody said “We don’t need McDonalds”
they only left after the “special operation” started, but the propaganda will try to shift the blame and tell “whatever, we don’t need McDonalds anyways”
next thing you know: “we dont’t need bread, we don’t need bananas, we don’t need water, German cars are for fashists”, etc.
That is when it is suddenly closing and wont be available anymore. They like McDonald and it is closing, so they all want last burgers. And even people in that queue would tell you they dont need it, they would however tell you they like it a lot.
actually Russian propaganda interpreted this exact news as "McDonalds will be re-opened in mid June" [1] focusing on keeping jobs and suppliers and mentioning the rebranding
they already say “we don’t need McDonalds”