Islamabad, Oct 10: The one year of Gaza war signifies a pivotal moment in one of the most catastrophic confrontations in contemporary history.
This boycott, fueled by public backing for Palestine, has intensified through social media and grassroots initiatives, indicating Pakistan’s firm position on the issue.
Pakistan’s Boycott Initiative
With the passing of one year of Gaza war, the demand within Pakistan to reject Israeli goods has amplified. Citizens, activists, and religious organizations have come together to urge international firms connected to Israel to reconsider their ties.
Social media has been instrumental in galvanizing the populace, broadening the boycott’s influence. The initiative specifically targets multinational companies associated with Israeli interests, as Pakistanis strive to protest peacefully against Israel’s military operations.
Economic and Symbolic Significance
Although the direct commerce between Pakistan and Israel is negligible, the boycott carries considerable symbolic importance.
Many Pakistanis believe that declining to purchase Israeli goods conveys a powerful message of unity with the Palestinian populace.
Even if the economic repercussions are minimal, the boycott has increased global consciousness regarding consumer influence in shaping international relations.
The one year of Gaza war has transformed consumer decisions into a means of activism, empowering individuals to engage in the larger struggle.
Global and Diplomatic Ramifications
The one year of Gaza war has also reinforced Pakistan’s diplomatic position against Israeli actions. Pakistan maintains its support for the Palestinian cause, both politically and through public initiatives like the boycott.
In the 2000s, several US corporations reported a decline in sales ranging from 25 percent to 40 percent, as noted in a report by The Guardian. The affected brands included familiar names like McDonald’s, Burger King, Coca-Cola, and Pepsi, among others.
During that time, student demonstrators in Egypt set fire to a KFC location, while another KFC outlet in Lebanon was bombed.
As the one year of Gaza war approaches, Pakistan’s rejection of Israeli goods underscores the nation’s profound dedication to the Palestinian cause.
While its economic effects may be restricted, the boycott symbolizes Pakistan’s steadfast support and the strength of collective efforts in shaping global conversations about justice and peace.
Franchise Fare
Among fast food chains, the pressure appears to have primarily targeted McDonald’s, followed closely by KFC in Pakistan. Globally, McDonald’s has faced repercussions, with its 2023 annual report indicating that the effects are expected to endure for the duration of the conflict.
According to an October post on X, McDonald’s Israel provided 100,000 complimentary meals to Israeli forces, valued at 5 million shekels ($1.3 million).
The Chicago-based McDonald’s Corporation distanced itself from this action, subsequently repurchasing all its Israeli franchises after global sales declined due to the boycott of the brand.
SIZA Foods is part of the Lakhani Group, which also includes well-known brands such as Colgate Palmolive, Century Insurance, Century Paper & Board, and Cyber Internet, indicating that McDonald’s is integrated within one of the largest local conglomerates.
KFC has also appeared on boycott lists. KFC and Pizza Hut globally are owned by YUM! Brands, which has invested in Israeli startups.
Worldwide, KFC is among the brands most severely affected, with 108 of its 600 outlets closing in Malaysia earlier this year.
In Pakistan, the KFC franchise is owned by the Cupola Group, while Pizza Hut is operated by the Maaks International conglomerate, which also owns Burger King. KFC has over 128 outlets and employs about 9,000 individuals, including delivery personnel.
The Cupola Group educates 7,000 underprivileged Pakistani students annually and has done so for about a decade while also providing employment opportunities for the hearing impaired.
Local brands such as Kebabjees have arguably gained ground in the space vacated by the larger chains. However, sources indicate that the growth rate of restaurants has been more influenced by macroeconomic factors than by the BDS movement.
