After European companies, many American multinationals like Apple or Levi’s jeans decided to leave Russia after its invasion of Ukraine. But other companies are choosing to stay in the country, despite the risks to their reputation.
The list is long: MacDonald’s, Pepsi, biscuit manufacturer Mondelez, cosmetics groups Estée Lauder and Coty, Starbucks coffees, etc. These American companies are hunkering down and continuing to do business in Russia.
Some groups give legitimate reasons. This is particularly the case of Starbucks, which claims that its 130 cafes in Russia belong to a Kuwaiti conglomerate. But the company has pledged to donate all profits from Russia to humanitarian operations.
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#BoycottMcDonalds or #BoycottPepsi
The group Yum! Brands also justified himself. It said its 1,000 KFC restaurants and 50 Pizza Hut locations are all independently owned, licensed or franchised.
Stay or go. The decision of a single company is not going to tip the scales. But if they are numerous, there will be an accumulation effect. Official rhetoric downplays the scale of the conflict in Ukraine. If MacDonald’s leaves the country, the Russians will finally wonder what is really going on.
In the meantime, the pressure is mounting on American groups with the hashtags circulating: #BoycottMcDonalds or #BoycottPepsi.