Moroccan netizens have rejected on social media McDonald’s Maroc attempt to clarify its position on the Israeli-Palestinian conflict, as the boycott campaign continues to gain momentum.
In response to the controversy over its alleged support for the Israeli military during the recent conflict with Palestinians, McDonald’s Maroc released a video message expressing understanding and concern over the misinformation circulating online. The Moroccan franchise also reaffirmed its solidarity with the communities and victims affected in Gaza.
One Moroccan employee featured in the video conveyed the company’s empathy saying “we are deeply saddened by every civilian life lost in Gaza. We are also Moroccans and have been here for nearly thirty years, for better or for worse.”
Emphasizing its Moroccan identity, McDonald’s Maroc stressed that it is a “100% Moroccan company that only licenses the brand, and its royalties do not support or finance any government, let alone a political affiliation.”
The franchise noted that they are bound to adhere to the terms outlined in their brand licensing agreement.
The video concluded with a heartfelt message, “we hope that Allah protects our Palestinian brothers and sisters, innocent civilian victims of this conflict. We pray to God to heal the wounded and alleviate their suffering.”
Despite the video message, many Moroccans have remained skeptical, with a significant portion of the public rejecting the company’s explanation and expressing their continued discontent.
One Instagram user sai that “Yes, the branch is Moroccan, and it serves Moroccans, but a portion of the profits goes to the parent company that contributes to killing our brothers [Palestinians]”
The user added that “even if this portion is just one Dirham, for us it’s reason enough to boycott this brand.”
This surge of social media-fueled boycotts has extended its reach, not only affecting McDonald’s but also other brands perceived as having pro-Israeli affiliations.
The boycott campaign was ignited when McDonald’s Israel made a contentious announcement on social media, revealing their provision of free meals to Israeli military personnel during the ongoing hostilities with Hamas.
The company openly shared its contribution of 4,000 meals to hospitals and military units, with plans to continue delivering thousands more daily to soldiers stationed in the field and drafting areas.
The franchise had also implemented a 50% discount for soldiers and security forces visiting their branches.
Images depicting Israeli soldiers holding McDonald’s food bags were widely circulated on Palestinian and Arab social media channels, evoking strong reactions within online communities in the Arab world.
This widespread discontent has given rise to a concerted effort to globally boycott McDonald’s, using the hashtag #BoycottMcDonalds.
The hashtag quickly gained momentum, becoming a trending topic in multiple Arab countries.
McDonald’s Maroc is now grappling with the ramifications of this social media-driven boycott, a response to the controversy surrounding its Israeli counterpart’s actions during the conflict.