This isn’t about image or ideology for Putin, though he definitely can’t afford to lose face either. This has always been about proving he could have won the cold war if people had just listened to him. This involves returning direct control, or at least very close alliances with his pawns in charge, with all of the former USSR territories. And winning against the West, though I’m not sure what criteria he has on that side of things besides bringing the US under his indirect control which he’s half way there.
Ff is down because they got greedy and raised prices so that their food wasn’t exceptionally cheaper than the other options anymore which is the main reason people eat there. If people can’t afford the food anymore, that’s not the employee compensation, that’s bad business decisions. There was plenty of profit to cover the wage increases and still have huge profits if sales had stayed the same.