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McDonald’s franchise falls into the Nagorno-Karabakh conflict



Since the 1990s, the most serious fighting has broken out in the controversial Nagorno-Karabakh region, an internationally recognized Armenian ethnic settlement within the borders of Azerbaijan, and these positions have been dismantled. Before the two sides reached a ceasefire in 1994, the fighting there killed about 30,000 people and displaced more than 1 million people, but explosions have since erupted.

The enclave is largely an independent country, controlled by political factions related to Armenia. But Azerbaijan regards it as an occupied area.

An Instagram post on a verified McDonald’s account wrote: “Every inch of land in the motherland is favored.” In addition, a map also shows Nagorno-Karabakh in Azerbaijan.

“Victory is with you, Azerbaijani soldier!”

; posted by Burger King branch. “Karabakh is Azerbaijan.” Although the account has not been officially verified by Instagram, it seems to retain promotional materials dating back to its opening.

A McDonald’s spokesperson confirmed in a statement to the Washington Post on Tuesday that an Azerbaijani franchisee had deleted related social media content, but would not answer questions about the company’s political speech policy in local stores.

Burger King did not respond to a request to confirm that the Azerbaijan account belongs to a local partner. However, shortly after the Post contacted the company, these posts (some of which had been kept online for several weeks) became inaccessible. The McDonald’s position also disappeared.

Daniel Korschun, associate professor of marketing at Drexel University, said: “The franchise is established to allow franchisees to freely respond to local market needs.” However, “it is clear that in this situation Next, in this very local market, this statement will reverberate throughout the franchise network.”

The Armenian National Committee for the Western Region of Armenia stated in a statement on Tuesday that “McDonald’s is shocked and shocked by this recent statement” and that “the nationals in Armenia pay tribute to #BoycottHate until McDonald’s takes action on the matter. “

A group of international audiences who do not want to see major brands participate in intense regional conflicts are skeptical. But analysts say that many international companies have begun to see similar situations more frequently.

Like other American companies with large global operations, McDonald’s and international hotel brand companies that own Burger King mostly rely on local franchisees to operate restaurants. Although most multinational companies have contract clauses that allow them to terminate contracts or take other actions to damage local reputations, this language usually focuses on food standards rather than the risky political arena traditionally found by certain companies. Coelson said, Recent years.

“We will see more and more franchisees draw franchisees into controversial political issues,” said Koschun, citing the tensions between Hong Kong and China and Taiwan.

Agence France-Presse reported that in 2018, the local owner of a hotel in Taiwan kept in touch with the US hotel company Marriott (Marriott) because the company changed the hotel’s name to “China Taiwan”.


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