Times of controversy can present plenty of landmines for corporations looking to navigate a treacherous PR field that is fraught with potential landmines.
McDonald's (MCD) -) may have stepped on one this week after McDonald's Israel announced that it was opening 5 branches dedicated to donating about 4,000 meals to Israeli soldiers and first responders.
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Considering the country has declared war on neighboring Gaza, McDonald's Israel seemingly made the correct call for PR purposes.
However, since globally there are few flashpoints that can turn incendiary like the conflict between Israel in Palestine and McDonald's Israel — the master franchise partner for McDonalds in Israel —seems to have stepped in it.
The company received a ton of appreciation on social media from people who are sympathetic to Israel's plight as it recovers from the worst terrorist attack in its history.
McDonald's is donating thousands of free meals to the Israel Defence Forces and citizens after Hamas attacks. It's donating 4000 meals daily to the IDF and citizens. Moreover offering a 50% discount for soldiers/security forces who come to restaurants#Israel #Isreal #Palestine pic.twitter.com/MTJbCp9fyw
— Bilal ur Rehman (@BilalurRehman17) October 13, 2023
But it has also received a ton of backlash and has been forced to lock its social media accounts on X, formerly known as Twitter, and Instagram.
Emotions are definitely high on both sides of the issue, and on both sides of the border with Israel.
A large crowd of citizens reportedly gathered outside of a McDonald's in Lebanon in protest of the move.
A large crowd of citizens gathered in front of the famous fast food restaurant #McDonald’s in #Saida in protest against its support for Israel in its war on #Palestine. pic.twitter.com/l6sDGkX0M0
— This is Beirut (@ThisIsBeirut_) October 13, 2023
More than 1,100 people have reportedly been killed in the region since Hamas fighters launched their surprise Saturday attack on southern Israel from Gaza, capturing dozens of Israeli citizens and soldiers and firing hundreds of rockets aimed at major cities.
Rockets have also been fired from Lebanon, on Israel's north border, by the Hezbollah militant group, escalating what is now seen as the worst conflict in the regional in at least five decades.
Israel responded Monday with troop deployments near its border with Lebanon alongside intense air strikes in Gaza as part of what Defense Minister Yoav Gallant called a “complete siege” on the territory.
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