Malaysia (Commonwealth Union)_ McDonald’s Malaysia has set an ambitious goal to open 750 fast-food restaurants across the country by 2030. Currently operating 370 restaurants nationwide, the company opened 32 new restaurants in the previous year.
Managing director, Azmir Jaafar, emphasized the vision of McDonald’s Malaysia and its commitment to making it a reality. In addition to focusing on major cities, the company aims to expand into suburban and rural areas, aiming to provide easier access for customers and create job opportunities in local communities.
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Jaafar stated, “This is the vision of McDonald’s Malaysia, and we will do our best to ensure that it becomes a reality. In addition to focusing on locations in major cities,. McDonald’s is actively seeking opportunities to open our restaurants in suburban or rural areas. This is to provide easy access to our customers and broader job opportunities for the local community”. Azmir Jaafar mentioned that there are 20 McDonald’s fast-food restaurants operating currently in Negeri Sembilan, and three more are ready to be launched in Gemas, Rasah, and Mambau this year to meet growing demand.
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Each McDonald’s restaurant, according to Jaafar, provides 50 to 100 job opportunities for local residents, not including positions for vendors or local contractors involved in the construction and maintenance of the restaurant. The expansion is seen not only as a business growth strategy but also as a means to contribute to the economic development of local communities by providing employment and skills training. Despite facing challenges, including an ongoing boycott, McDonald’s Malaysia expressed its commitment to supporting the community through various activities. The company has contributed RM110,000 in business tithe (zakat) payments to the Negeri Sembilan State Islamic Religious Council (MAINS) in 2023, bringing the total zakat payment to RM651,000.
Azmir also highlighted the company’s support for those affected in Gaza, contributing RM1 million to the Palestinian Humanitarian Fund under the Prime Minister’s Department. Additionally, McDonald’s staff in Malaysia independently raised RM100,000, which was donated to MyCARE to assist the people of Palestine. These actions underscore McDonald’s Malaysia’s commitment to corporate social responsibility and community welfare, despite external challenges. He said, “When talking about our responsibility as Muslims, today we cannot avoid discussing the conflict happening in Palestine. I express our support to those affected in Gaza through a contribution of RM1 million to the Palestinian Humanitarian Fund under the Prime Minister’s Department recently.”
The crucial question now arises. Can McDonald’s Malaysia successfully open more outlets despite the ongoing boycott? Previously, there were reports of the Malaysian branch intending to take legal action against BDS (Boycott, Divestment, Sanctions) Malaysia due to the boycott campaign following Israel’s heightened attacks on Gaza. The news outraged netizens, further solidifying their commitment to boycotting the brand. Despite potential legal victories, many argue that McDonald’s Malaysia’s actions may not win back customers alienated by the boycott. Some assert that BDS Malaysia is not responsible for any losses, emphasizing customers’ right to spend their money elsewhere. Others point out the alleged layoffs during the boycott, questioning the feasibility of opening new restaurants when struggling to maintain existing ones. While Azmir Jaafar did not directly address the lawsuit against BDS Malaysia, he stated that McDonald’s Malaysia remains committed to providing the best assistance possible for those in need.
Stefanie Braukmann, General Manager for SPRG Malaysia and Honorary Secretary of the Public Relations and Communications Association of Malaysia (PRCA), emphasizes the importance for McDonald’s to comprehend and respect local political and cultural sentiments during its expansion plans. To create a conducive environment for the expansion plans in the midst of the current political climate, Braukmann suggested that McDonald’s needs to address challenges and emphasize positive changes, like job creation, community development, and enhanced customer experience. Braukmann also underscored the need for proactive outreach, engagement, and communication with the local community.
Targeting Generation Z through digital engagement, sustainability, and innovation is crucial. As the most socially and environmentally aware generation, Braukmann suggests leveraging digital platforms for campaigns and storytelling that align with their values and interests. To address Generation Z’s concerns about sustainability and ethical practices, Braukmann emphasizes McDonald’s efforts in sustainability, ethical sourcing, and responsible business practices. Demonstrating genuine commitment and real involvement in social issues is key to gaining trust. Additionally, despite the challenges and boycott, McDonald’s has also announced an aggressive global expansion roadmap to reach 50,000 restaurants worldwide by 2027, marking the fastest growth plan in the brand’s history. With 40,275 restaurants at the end of 2022, McDonald’s aims for substantial expansion, emphasizing its position as the largest chain in the fast-food industry.
