Why McDonald's and Starbucks are being targeted in anti-Israel BDS protests across the world

Last week, the Spanish city of Barcelona was rocked by anti-Israel riots, just days after the release of the last living hostages and the implementation of the Gaza ceasefire brokered by U.S. President Donald Trump. The riots caused tens of thousands of euros in damages.

The anti-Israel activists specifically targeted banks, as well as branches of McDonald’s and Starbucks over their purported support for the “genocide” in Gaza.

Demonstrators carried signs calling for Israel’s destruction, including slogans such as “Down with the State of Israel," "Stop the Imperialist Genocide,” and “From the River to the Sea, Palestine will win.” 

At least 15 people were arrested in the riots in Barcelona, according to a report in local newspaper La Vanguardia. Smaller protests were also held in other cities throughout Spain. 

A striking aspect of the protests was the widespread vandalism and destruction of the property of U.S. companies McDonald’s and Starbucks. The two American chains have been consistently targeted by the Boycott, Divest, Sanction (BDS) movement since Oct. 7, 2023. 

The BDS movement has been been around for over a decade, however, the various groups participating in the BDS actions have intensified their anti-Israel political and social action since the Hamas attack on Israel. 

While targeting prime examples of American-style capitalism, such as the two franchises, clearly fits with the marxist and fascist elements often associated with European protests movements, However, for the BDS groups, the visibility of a company is also a critical part of the decision to target them for action. 

In a piece in Time magazine last year, Luqa AbuFarah, the North America Coordinator of the BDS National Committee, admitted that the BDS movement “considers whether the company being targeted can attract substantial media attention or collective buy-in from other movements.” 

McDonald’s, which has several franchises in Israel, was targeted because of a discount program offered to Israeli soldiers. Such discounts are common in restaurants across Israel, and were undertaken by local franchise directors. 

Starbucks, which does not operate any franchises in Israel, was reportedly chosen over a dispute between the corporate headquarters and a workers union, called Starbucks Workers United, which posted a note declaring its “Solidarity with Palestine” just two days after the Hamas massacres, and before Israel had started its ground incursion of the Gaza Strip. 

The post to social media featured the official Starbucks logo, and the corporate office filed a lawsuit against the union for trademark infringement, claiming the use of the logo in the social media post had damaged its reputation by involving it in a regional conflict. 

Like McDonald’s, Starbucks’ efforts to strike a neutral tone were not accepted by the anti-Israel BDS crowd, and the chain has consistently found its franchises targeted for boycotts, or as in Barcelona, destructive attacks. 

Both brands have seen declines in sales worldwide, but especially in Muslim countries with high levels of popular resentment towards Israel. 

Avi Zithan, a marketing and strategy expert, told Ynet News that the companies with a global presence were chosen for their visibility. 

“They operate worldwide and have high visibility. They reflect American culture and symbolize the West,” Zithan said.