Boycotts are a boon for local brands: Shifting consumption away from foreign franchises is a form of localisation.

Boycotts of international brand franchises in the Mena region have had significant impacts on the bottom lines of franchisees and their franchisers abroad. McDonald's and Starbucks have acknowledged the negative effects on their revenues in the Middle East. However, these boycotts have also had positive effects on local brands. For example, in Egypt, the soft drink brand Spiro Spathis experienced a 350% surge in revenue since October 2023. In Jordan, local businesses have hired laid-off workers from international franchise holders, mitigating the impacts of the boycotts. Supporting local brands can benefit local economies by fostering local intellectual property and brand value. While international brands have their role, boycotts can stimulate local entrepreneurship and value creation. [Extracted from the article]

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