20-11-2023 (KUALA LUMPUR) An American-themed pizza chain in Malaysia is contemplating a swift rebranding effort due to an escalating boycott of businesses associated with Israel. The boycott has resulted in plummeting revenues and damage to businesses, even those with minimal or no connection to the Middle Eastern country or its staunch political and military ally, the United States.
Muslim-majority Malaysia overwhelmingly opposes Israel’s assault on Gaza and America’s support for the Israelis during the ongoing conflict that has claimed the lives of over 13,000 Palestinians, including over 5,500 children and 3,500 women, as well as 1,200 Israelis.
US Pizza, founded by American Donald Duncan in Penang, Malaysia, in 1997, announced on Facebook its intentions to rebrand as ‘Kita Pizza’ or ‘Us Pizza’ if the post receives over 10,000 likes or comments. As of Monday afternoon, the post has garnered more than 1,700 likes.
Last week, a letter from a franchise operator went viral, clarifying that the brand’s name refers to the word ‘us’ (‘kita’ in Malay), rather than the United States of America, and that the outlet is owned and operated by a Malay Muslim family.
In a separate Facebook post, the brand reassured customers by stating, “Don’t worry! US Pizza does not pay royalties to the US.” The brand has also changed its Facebook page’s appearance, replacing the previous depiction of the US flag and Statue of Liberty with the Palestinian flag as its header image. Moreover, US Pizza pledged to donate 1 Malaysian ringgit (US $0.21) to a prominent Palestinian humanitarian aid organization for every purchase made.
Malaysian investment banker Jeremy Hiew currently owns the US Pizza chain, having acquired the business from Duncan in 2015. Since then, the chain has expanded from its original Penang outlet to over 100 locations in Malaysia and three in Indonesia.
The Palestinian cause enjoys wide support in Malaysia, with Prime Minister Anwar Ibrahim repeatedly expressing the country’s “ironclad support.” Malaysia refuses to condemn Hamas or designate it as a terrorist organization.
The boycott has affected numerous global brands, including McDonald’s, which faced significant backlash despite its Malaysian operations being locally owned. The boycott against McDonald’s began after reports emerged that its Israeli restaurants had provided free meals to the Israeli military following an assault by Hamas militants on October 7.
In a now-deleted Facebook post viewed by This Week in Asia on November 3, McDonald’s Malaysia, through its Chief Technology Officer Zaid Hasman, suggested that the government take legal action under the Sedition Act against approximately 60 individuals accused of defaming the brand in recent weeks.
Starbucks, which operates 356 outlets in Malaysia, experienced a 2% drop in earnings in the Malaysian market during the third quarter of this year compared to the previous quarter. One equities trading firm even slashed its year-end earnings forecast for Starbucks in Malaysia by up to 18%.
Berjaya Food Berhad, owned by Malaysian billionaire Vincent Tan, holds the license for Starbucks in Malaysia. The company also oversees other brands such as Kenny Rogers Roasters, South Korean bakery Paris Baguette, and the Philippine fast-food chain Jollibee in the Singaporean market.
Pro-Palestinian Malaysians are now targeting an upcoming concert by British band Coldplay, scheduled to take place in Kuala Lumpur on Wednesday. Conservative voices are calling for the concert’s cancellation as a sign of respect for the Palestinian victims of the Israel-Gaza conflict.
Joining the chorus of critics last Friday was the Mufti of Kuala Lumpur, Luqman Abdullah, who described the concert as a program that “does not benefit the community in this country.” Luqman expressed his concerns about the band’s association with groups that promote LGBT rights.
During a recent concert in Tokyo, Coldplay’s frontman Chris Martin addressed the ongoing conflict, stating that the band does not believe in oppression, occupation, terrorism, or genocide. He called on the audience to send “love and kindness” to places around the world, including Gaza, the West Bank, and Israel, that are in need of support.
