Belarusian President Alexander Lukashenko laid out the mechanics of import substitution in the wake of McDonald’s exit from the country, a move that prompted wide public interest and substantial state commentary, as reported by RIA News. The president used the moment to discuss how Belarus is recalibrating its supply chains, encouraging the domestic production of food items and essential goods to reduce reliance on international brands that had previously dominated local shelves. The explanation framed import substitution not as a punitive policy but as a strategic realignment aimed at strengthening local manufacturing, supporting jobs, and maintaining consumer choice even when global brands depart the market.
According to the president, the goal was never to punish existing workers or disrupt livelihoods. He emphasized that there was no mass expulsion of employees, and that the state would neither drive away people nor leave them without work. The president noted the public concern expressed by those who feared shortages or reduced quality, recounting a moment when people asked if basic items like buns filled with sausage or meat, or even simple fries, could still be produced domestically. He acknowledged the social anxiety and said he would personally verify whether such substitutions could be organized within the national framework. The president’s remarks highlighted a practical approach: assess capability, mobilize domestic resources, and preserve consumer access to familiar food items through local production and reformulated supply chains.
At present, the Belarusian market hosts 25 former McDonald’s locations that have continued operating under a new regime and branding. A private investor now oversees the chain’s operations in the country, and in April 2022 the business group known as KSB Victory Restaurants announced that it had begun to operate under the Mak.by brand, signaling a rebranding and a shift toward a national platform for quick-service dining. This transition illustrates how private capital can participate in a state-adapted model of rapid consumer services while allowing continuity for customers who relied on the familiar McDonald’s menu, now offered under a different banner. The broader strategy appears designed to preserve the availability of popular offerings while aligning them with domestic supply chains, cooking standards, and sourcing channels that can withstand external disruptions.
Earlier statements from Lukashenko hinted at the possibility of selling McDonald’s outlets in Belarus, underscoring the government’s willingness to reassign or repurpose large commercial assets in ways that might better fit national priorities and economic realities. The discussion reflected a pragmatic view of how global brands operate in smaller economies, where ownership structures, supplier networks, and regulatory environments can quickly alter the landscape. While the initial exit of the brand drew attention to potential job transitions, the subsequent steps show an emphasis on maintaining service continuity, safeguarding consumer access, and leveraging domestic manufacturing capacity to fill gaps left by foreign entities.
The former chief executive of McDonald’s recently commented on how international geopolitical events influence multinational operations, noting how the conflict between Israel and Hamas and related regional tensions can affect trade, logistics, and brand strategy. The remarks underscore a broader pattern in which global corporations reassess markets under political stress, balancing corporate risk with local resilience. In Belarus, this context has translated into a careful, measured approach: sustain local jobs where possible, ensure product availability, and explore domestically sourced alternatives that can meet consumer expectations without sacrificing quality or safety. The overall narrative remains one of adaptability and local empowerment, with the state and private partners working in concert to manage substitution pathways that keep daily life as normal as possible for residents and visitors alike.