Arabian Post Staff -Dubai
Berjaya Food Bhd, the operator of Starbucks outlets in Malaysia, has reported a net loss of RM35.33 million for the second quarter ending December 31, 2024. This marks the company’s fifth consecutive quarter in the red, with revenue declining by one-third to RM123.1 million compared to RM182.55 million in the same period last year. The ongoing boycotts of U.S. fast-food brands, sparked by geopolitical tensions in the Middle East, have significantly impacted consumer sentiment and sales.
The boycotts, initiated in response to the conflict in Gaza, have targeted several American franchises, including Starbucks, McDonald’s, and KFC. In Malaysia, these campaigns have led to temporary closures of numerous outlets. KFC Malaysia, for instance, has shuttered over 100 restaurants, particularly in Muslim-majority regions such as Kelantan, Kedah, and Terengganu. Similarly, McDonald’s and Pizza Hut have experienced closures and a notable decline in patronage.
Berjaya Food’s financial struggles are further underscored by a 46.4% drop in revenue for the first half of FY2025, amounting to RM247.3 million, down from RM461.09 million in the previous year. The company attributes these losses primarily to the “current sentiment in relation to the conflict in the Middle East,” which has adversely affected consumer behavior and sales.
In an effort to mitigate the financial downturn, Berjaya Food has temporarily closed 50 Starbucks outlets during the three months ending September 30, 2024, representing 12% of its total network. Despite these measures, the company remains “cautiously optimistic” about a gradual improvement in financial performance in 2025, acknowledging the challenging macroeconomic environment.
The impact of the boycotts extends beyond Berjaya Food. Americana Restaurants, which operates KFC and Pizza Hut in the Middle East, reported a 40% drop in profits, despite expanding its number of outlets. This trend highlights the broader financial repercussions for Western brands operating in regions where consumer boycotts have gained momentum.
The boycotts have been largely driven by social media campaigns and movements such as the Boycott, Divestment, and Sanctions initiative, which seeks to apply economic pressure in response to geopolitical conflicts. These campaigns have rapidly mobilized consumers, leading to significant financial losses for multinational corporations perceived to be linked to contentious geopolitical actions.
In response to the sustained boycotts, Berjaya Food is exploring diversification strategies to reduce its reliance on the domestic market. In August 2024, the company secured franchising rights to operate the Starbucks brand in Nordic countries, aiming to offset losses incurred in Malaysia. Additionally, Berjaya Food has entered into agreements to expand its licensed Paris Baguette outlets in Southeast Asia, seeking to tap into new markets and revenue streams.
