How did McDonald’s become a new flashpoint in the Israel-Hamas war?
BEIRUT — As Israel’s war in Gaza spreads anger and anxiety across the Middle East, one of America’s most famous brands has found itself in the thick of it: Franchises in the Middle East have distanced themselves from McDonald's decision to serve soldiers in the Israel-Hamas war, stating they have nothing to do with the decision. The fast-food chain, one of the world's most recognized brands, is closely associated with America, despite the vast majority of its restaurants being locally owned under the franchise system. The emergence of McDonald's as a flash point in the region dates back to Arab boycotts of American brands during the second Palestinian intifada and after the U.S.-led invasion of Iraq. In response to these concerns, Tafwela, a local restaurant, posted an ad on Facebook offering to hire McDonald’s defectors. Meanwhile, in Israel, the local McDonald's franchise has faced rumors that it supports the Palestinians, threatening legal action against anyone spreading these stories.
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Franchises elsewhere in the Middle East were quick to distance themselves, saying they had nothing to do with the decision to serve soldiers, and some began making donations to Gaza in solidarity with the Palestinians.
With more than 40,000 stores worldwide at the end of 2021, McDonald’s is one of the globe’s most recognized brands and is closely associated with America — even though the vast majority of the restaurants are locally owned under the franchise system.
The emergence of McDonald’s as a flash point harks back to an era of Arab boycotts of American brands in the early 2000s, during the second Palestinian intifada and after the U.S.-led invasion of Iraq. During the Arab Spring protests in Cairo in 2011, the fast-food restaurants around Tahrir Square were attacked, gutted and turned into first aid stations for protesters.
“What the licensee in Israel did was an individual and private act, and not with the approval or direction of the international company or any other licensee, especially in our Arab world,” read a statement released by Al Maousherji Catering Company, which operates McDonald’s Kuwait.
“This famous restaurant which gives food to [Israel] which we eat everyday and has locations in all of Egypt, we all know it but I can’t name it … this restaurant as of today should not be around, this is the least we can do,” said TikTok star Ahmad Nagy, speaking with a blurred photo of the golden arches behind him in a video that has so far received 1.3 million views.
In response to these concerns, Tafwela, a local restaurant, posted an ad on Facebook offering to hire McDonald’s defectors. “Anyone who wants to stop working at places that support those who kill our brothers, talk to us, and God willing, we will give you a good salary.”
Meanwhile, in Israel, the local McDonald’s franchise has had to battle rumors that it’s supporting the Palestinians, threatening legal action against anyone spreading such stories. It said on its X account that it has donated 100,0000 meals to security forces and local hospitals and is offering 50 percent discounts to members of the rescue and security forces.
Calls for boycotts of McDonald’s are not uncommon in the region. During the second intifada, McDonald’s and other American products faced boycott calls across the Arab world. At the time, Reuters reported that the franchiser of McDonald’s Saudi Arabia responded by raising money to donate to Palestinian hospitals. Egypt’s operator took out a full-page ad in the local daily Al-Ahram saying it employed 3,000 people.
A 2008 University of Minnesota study found that American multinational corporations such as McDonald’s adopted strategies such as making donations and emphasizing the impact on the local economy to quell boycott calls during the second intifada. It also spurred them to localize their offerings by introducing items such as the McFalafel in 2001.
Ämnen: Israel