Proxy “War” in the Israel-Hamas Conflict: The Role of McDonald’s Franchises

By Rachmania Utami

McDonald’s, a fast-food giant known for its iconic golden arches, has established itself as a global presence by feeding nearly 68 million people worldwide daily (Ganti, 2022). Earlier this week, the establishment faced controversy when the Israeli branch of McDonald’s announced that it had shipped tens of thousands of meals to citizens and Israeli security and rescue forces amidst the Israel-Hamas conflict. Prompting McDonald’s from various parts of the world to release statement(s) and clarify their stance on the issue.

In early October, McDonald’s Israel announced that it had donated and would continue to donate tens of thousands of meals to the Israeli population involved in the conflict, including but not limited to the Israeli Defence Forces (IDF), the police, hospital workers, residents around the Strip, and all the rescue forces. The franchise aimed to provide daily delivery of 4,000 meals to the IDF and the local population. (Nelson, 2023). Moreover, it would give a 50% discount for soldiers and security forces visiting the establishment. The Israeli franchise even went as far as opening up five new restaurants with the explicit purpose of serving those meals (Bhaimiya, 2023). According to an Instagram post posted by the official account of McDonald’s Israel, as of 12 October, it had already delivered 12,000 meals to the IDF and Israeli settlers (Doha News Team, 2023).

The actions taken by the Israeli franchise have put the McDonald’s brand under fire, prompting multiple McDonald’s franchises worldwide to issue statements clarifying their position on the matter. Though McDonald’s may seem to be a unitary mega-corporation, the majority of its business came from franchising, with 93% of its operation being franchise-owned (Ganti, 2022). In addition, the McDonald’s Corporation asserts neutrality in political matters, and any individual decision or action of one of its licensees does not represent the company, its policy, or its values and principles. Therefore, the activities of the Israeli branch are isolated actions and do not have any association with other franchises, as each franchise operates and manages its business independently, devoid of any direct links or affiliations with other franchises across the globe.

The Israel branch’s action has triggered other McDonald’s to show their support for Palestine. In light of the situation, McDonald’s franchisees in four Arab states — the United Arab Emirates, the Kingdom of Saudi Arabia, Qatar, and Oman — have expressed their support for Palestinians through their official social media account. McDonald’s UAE expressed profound sorrow regarding the events unfolding in the region and made a significant donation of 1 million AED towards their “Tarahum for Gaza” campaign (McDonald’s UAE, 2023). McDonald’s Oman also stood in solidarity with Gaza, pledging $100,000 to support relief efforts (McDonald’s Oman, 2023). Collectively, the four Arab states’ McDonald’s franchises have donated over $1 million in support.

Furthermore, McDonald’s franchises across the Middle East have also come forward to support Palestine — notably, McDonald’s Turkey, which has donated $1 million in humanitarian aid package (McDonald’s Türkiye, 2023). Similarly, McDonald’s Kuwait has donated $250,000 to the Kuwait Red Crescent Society to aid relief efforts (McDonald’s Kuwait, 2023). McDonald’s in Bahrain, Egypt, and Jordan have also donated quite a substantial amount (McDonald’s Bahrain, 2023; McDonald’s Egypt, 2023; McDonald’s Jordan, 2023), bringing the total donation to over $3 million from the nine differing Middle Eastern McDonald’s franchises.

Amidst the chaos of the conflict, brands are struggling to remain at the good grace of the people. As exemplified by McDonald’s, one branch action has caused an international boycott of the brand. Triggering other nations’ McDonald’s, especially in the predominantly Muslim Middle-Eastern countries, to release statement(s) and confirm their stance on the issue. Altogether, these McDonald’s branches have donated over $3 million to the Palestinian cause.

To note, representatives for McDonald’s Corp. have not yet provided a public response to these events.

References

Bhaimiya, S. (2023). McDonald’s is donating thousands of free meals to the Israel Defence Forces and citizens after Hamas attacks. Business Insider. https://www.businessinsider.com/mcdonalds-donating-thousands-meals-idf-israeli-citizens-hamas-attacks-2023

Doha News Team. (2023, October 14). Exclusive: McDonald’s Qatar donates QAR 1 million towards humanitarian efforts in Gaza amid Israeli aggression. Doha News | Qatar. https://dohanews.co/exclusive-mcdonalds-qatar-donates-qar-1-million-towards-humanitarian-efforts-in-gaza-amid-israeli-aggression/

Ganti, A. (2022, July 12). How McDonald’s Makes Money: Monetizing the Demand for Fast Food. Investopedia. https://www.investopedia.com/articles/markets/032015/how-mcdonalds-makes-its-money-mcd.asp

McDonald’s Kuwait [@mcdonaldskuwait]. (2023, October 14). Statement from Al Maousherji Catering Company — McDonald’s Kuwait [Photograph]. Instagram. https://www.instagram.com/p/CyYA2z6sQeC/

McDonald’s Bahrain [@mcdonaldsbahrain]. (2023, October 14). بيان من شركة فخرو للمطاعم ذ.م.م. [Photograph]. Instagram. https://www.instagram.com/p/CyYjNBkK8a4/

McDonald’s Egypt [@mcdonaldsegypt]. (2023, October 13). .بيان رسمي من شركة مانفودز-ماكدونالدز مصر [Photograph]. Instagram. https://www.instagram.com/p/CyWFmSZsXK8/

McDonald’s Jordan [@mcdonaldsjordan]. (2023, October 13). بالتعاون مع الهيئة الخيرية الأردنية الهاشمية وحملة “لأهلنا في غزة” ماكدونالدز الأردن يدعم حملة المعونات فور انطلاقها [Photograph]. Instagram. https://www.instagram.com/p/CyV2jvcIq20/

McDonald’s Oman [@mcdonaldsoman]. (2023, October 14). بيان توضيحي من شركة ماكدونالدز عُمان Statement from McDonald’s Oman [Photograph]. Instagram. https://www.instagram.com/p/CyYrHYGIa1V/?img_index=1

McDonald’s Türkiye [@mcdonaldsturkiye]. (2023, October 14). McDonald’s Türkiye olarak; başta kadınlar, çocuklar ve yaşlılar olmak üzere savaş mağduru olan Gazze halkına 1 milyon dolarlık insani yardım [Photograph]. Instagram. https://www.instagram.com/p/CyWZkrlIRPQ/

McDonald’s UAE [@mcdonaldsuae]. (2023, October 14). McDonald’s UAE is a local enterprise, with full ownership and operation overseen by Emirates Fast Food Company LLC [Photograph]. Instagram. https://www.instagram.com/p/CyYqKTRPRUB/?img_index=2

Nelson, J. (2023, October 16). Lebanon protesters target McDonald’s over Israeli branch’s Gaza conflict donations. Thaiger World. https://thethaiger.com/world/news/560879/