The main difference of Soviet era is that it was “economics of demand” in contrast of capitalistic “economics of offer”. So while in capitalist world to serve is privilege, in socialist world to get service was a privilege. Every capitalist merchant seeks how to attract customers. He puts up shiny signs, lavishly lights restaurant windows, trains the staff to smile. Soviet restaurants even the fanciest looked more gloomy and basic, that’s why the first McDonald’s was so attractive. Another reason: most of Soviet people had no chances to travel abroad and to see anything different from their everyday life, and ta-dam! ‘abroad’ came by itself!