Since October 2023, the war in Gaza has sparked a wave of boycott against multinationals accused of supporting Israel. In Tunisia, as in everyone Arabic, brands like KFC, Coca-Cola or Carrefour undergo consumers’ pressure.
Falling sales and direct impact on American giants
In 2024, Starbucks and McDonald’s displayed declining quarterly results in the region. Establishments remain open, but attendance drops. Supermarkets keep the coca-cola bottles on the shelves, but their sales are back in relation to the pre-war period.
According to the Anadolu agency, the actions of the targeted multinationals have lost 10 to 15 % between the end of 2023 and 2024confirming that boycott is not a passenger phenomenon, but a lasting trend.
Viewed crossroads: the image of the brand in danger
The Carrefour group was at the center of criticism after the broadcasting of images showing Electra Consumer Productswhich manages its franchises in Israel, supplying the Israeli army. On Tiktok, the hashtag #boycottcarrefour exceeds 2.3 million views. Videos of deserted alleys are increasing. In Tunisiaa store in La Marsa was even the scene of a Boycott event.
Coca-Cola, Starbucks, McDonald’s, Burger King, KFC, Pizza Hut and Domino’s are targeted. On Tiktok and Instagram, whole lists of “accomplices” brands circulate. The keyword #boycottisrael accumulates more than 4.8 million viewsshowing the world extent of the movement.
In TunisiaKFC restaurants are less frequented, some managers whisper a possible sale. Coca-Cola sales slow down. The boycott now exceeds the purchase of products to include events in supermarkets.
The rise of online sales in Tunisia despite the boycott
Surprising in Tunisia : according to experts, while restaurants Kfc are deserted, their online turnover would have been Eight multiplied by eight Between 2023 and 2024.
This phenomenon illustrates a particular trend: some consumers loyal to the brand prefer remotely orderby “shame” to go there. This strategy allows customers to continue supporting their favorite brands while responding to boycott calls.
Experts note that this behavior reflects a new form of consumption Adaptive and symbolicwhere online purchase becomes a way to get around direct social pressure while retaining its consumption habits.
A powerful economic and political weapon
For experts, the efficiency of the boycott lies less in occasional actions than in the constancy of consumer choices. Boycott loyalty weakens business growth strategies And forces multinationals to integrate this pressure into their financial reports.
In the current context, the boycott is perceived as A form of peaceful resistancebut extremely influential. It combines economic sanction and strong political message addressed to governments and investors.
