Lukashenka behaves in "McDonald's" like in a Soviet canteen. And thinks it's cool
I watched a video of Lukashenka visiting the ex-McDonald's and, as usual in such cases, didn't understand why anyone needed it. Obviously, it was intended as an advertisement for Lukashenka as a modern and progressive leader, or for Mak.bay as a great food chain, or even for the entire Belarusian system. In the end, at least regarding Lukashenka, it turned out to be more like an anti-advertisement, writes historian Aliaksandr Pashkevich on Facebook.
There's no hint of progressiveness — just an old, slow grandad walking through an empty restaurant, specially closed for him for special service, the very programmatic principle of which is unusual agility and dynamism.
He is an absolutely alien body here; he's not even served at the counter for show, but by the head chef himself at a table — a complete disregard for the establishment's principles. Surrounded by numerous retainers, also sitting at their tables, eyes fixed on him and literally hanging on his every word. And, of course, with the invariable Umka on the table — how could he go anywhere without it.
At the same time, he occasionally makes remarks implying that visiting not only such establishments but any restaurants in general is, of course, not punishable, but sinful. "You, don't think I'm some kind of restaurant-goer — no way. There's poison here, even if 96% Belarusian-made, and many calories — though tasty. I barely ate anything myself, gave everything to the propagandists." Well, it's clear he's in poor health, but why bother with all this charade if you can't at least play the role достойно (worthily) in public?
The scene at the order terminal is something else entirely. Lukashenka is being sold what is presented as an incredible technical achievement, but is in principle a long-established norm for establishments of this kind. And elementary things are explained to him on his fingers. And he flirts — saying he didn't bring money with him, let Snapkou pay. Apparently, this joke seems very witty to him, somehow bringing him closer to the people and eliciting sympathy. But in reality, it's quite the opposite — it emphasizes that the person lives in another, parallel world, in which he personally pays for nothing, and probably doesn't carry a card, if he even has one — because why would he?
In short, such strained PR, from which Lukashenka himself hardly derives satisfaction, and which is designed for an unknown audience.
Lukashenka's supporters don't need this — they love him and will love him for completely different reasons. Opponents cannot be won over by any physical gestures. And to conquer the hearts of "neutrals" with such PR stunts, one needs to appear natural and harmonious.
Lukashenka, on the contrary, looks like a fossil who, even in this supposedly modern establishment, constantly appeals to Soviet experience as something advanced. And he behaves in "McDonald's" like in a Soviet canteen. Genuinely thinking, apparently, that it's cool and "for the people." But in the eyes of potential Mak.bay customers, it's unlikely to appear that way.
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