McDonald's Israel Criticized For Giving Free Meals To Israeli Soldiers During War With Hamas

Having a big brand with a global presence is certainly an advantage because the perks include the ability to deliver a message that can reach even the most far-end parts of the world.

Then there is the issue.

If that message is not perceived well, chances are, it can create a backlash with the potential to damage the brand itself.

And McDonald's is learning it the hard way.

The American fast food giant had its Israeli branch cause controversy when it announced plans to provide free meals to the Israeli Defense Soldier (IDF) personnel during Israel's conflict with the Palestinian's Hamas on Twitter.

And also through its Instagram account.

The relationship and situation between Israel and Palestinian's Hamas in 2023 is always complex and volatile. Both sides have engaged in military conflict, and that the two have been at each other's neck for years.

At every single moment, every day, there is a constant risk of renewed violence.

This time however, things have escalated to a different level, when Hamas militants in the Gaza Strip launched deadly barrage of attacks, consisting of thousands of rockets into the unsuspecting Israel. Hamas, which is considered an armed terror group, also infiltrated into Israel's land by land and sea, and also through the air using paragliders.

Multiple explosions and blasts were heard over Jerusalem, Tel Aviv and in southern Israel. Inside buildings and on the streets, people were killed.

This surprise attack angered Israel, and also those that support Israel and its cause.

And this time, McDonald's has found itself in the midst of controversy when its Israeli franchise revealed the initiative on Instagram, stating its intent to donate thousands of meals daily to Israeli soldiers on active duty, in addition to offering discounts to military personnel visiting its restaurants.

While some users praised McDonald's Israel for its support of the IDF, the move generally sparked mixed reactions on social media, with most people condemning it.

Some users criticized the restaurant chain's decision, arguing that it should align with its principles and avoid supporting entities involved in conflicts, especially those resulting in the loss of innocent lives.

Following this, calls for a boycott of McDonald's emerged among certain groups.

Even the governments had to step in.

In Turkey, Saudi Arabia, Qatar, and some other countries, the officials tried to reduce people's anger by claiming that they have no relationship with the main company and are helping Gaza.

Following the unrest, McDonald's Israel deleted its X social media account, and made its Instagram profile private.

But things didn't stop there, because in Lebanon, people took the matter to the streets to protest, and that a McDonald's restaurant was reportedly attacked by Palestinian groups.

McDonald's Lebanon released a statement clarifying that the actions of other franchisees in different countries do not represent the views or positions of McDonald's Lebanon. They expressed their commitment to their nation and people.

While McDonald's Israel showed its support to Israel because it operates in Israel, other McDonald's franchisees in the region have all expressed their solidarity with Gaza.

McDonald's Oman, for example, announced a $100,000 donation toward relief efforts for the people of Gaza.

McDonald's UAE contributed AED 1 million to Emirates Red Crescent for their "Tarahum for Gaza" campaign.

Similarly, McDonald's in Turkey pledged a humanitarian aid package of $1 million in humanitarian aid to the people of Gaza, with a focus on women, children, and the elderly.

McDonald's Egypt, Kuwait, and Saudi Arabia donated 20 million Egyptian pounds, $250 million, and 2 million Saudi Arabian riyals to aid the Palestinians in the enclave.

It's worth noting though, that different branches of McDonald's in different regions have different managements.

They operate independently, and work as separate entities, despite working under the same brand.

McDonald's Pakistan, for example, said that it's "not affiliated with McDonald's Israel operations, which is a wholly-owned Israeli enterprise."

"McDonald's operates in Israel as a separate entity to McDonald's Pakistan, and makes its own business decisions," it said, adding that "we do not engage in any form of political involvement."

McDonald's Malaysia also said that it's independent and it not related to what McDonald's Israel was saying.

McDonald's Qatar also said that it operates as a different entity.

Read: Mia Khalifa Lost Her Job Because Of Her Pro-Palestine Social Media Posts, And She Doesn't Care