Boycott wars: US Pizza outlet's explanation raises eyebrows

Boycott wars: US Pizza outlet's explanation raises eyebrows


As a wave of boycotts sweep Malaysian businesses with perceived links to Israel or the US, a branch of a pizza chain has taken a pre-emptive move to clarify matters about its name.

However, the action from one of US Pizza’s outlets has instead raised eyebrows among netizens since yesterday, generating discussion on online platforms including Reddit and Lowyat Forum.

In a notice issued by Wealth Link Freedom Sdn Bhd CEO Mohd Sobree Ali, whose company operates the branch in Taman Prima Saujana, Kajang, Selangor, it asserted that the ‘US’ in the name does not refer to the United States.

“Kindly be informed that US Pizza refers to the word ‘us’ (kita in Malay). It is totally a local incorporated company.

“For (the) US Pizza outlet at Taman Prima Saujana, Kajang, Selangor, it is a Muslim business entity. This company belongs to my family and myself.

“We would like to welcome you all to our restaurant and enjoy our foods offered,” the notice read.

The notice was largely met with incredulity and amusement by netizens, though some saw it as a sign that anti-Israel boycotts are getting out of hand.

The notice has since been removed.


Website explains it differently

Sobree’s explanation is at odds with the origin story found on the US Pizza’s official website, which cites Donald Duncan as its founder.

The website said Duncan had worked at a pizza restaurant in Kansas City, USA, for five years in the early 1990s, where he developed his own dough and tomato sauce recipes.

“Duncan then opened the first outlet in Malaysia in 1997, and named the outlet US Pizza, to pay homage to his food origins,” the website read.

Some images used in the company’s marketing materials also feature a small US flag decorating its pizzas.

According to reports, Duncan later sold the company to Malaysian banker Jeremy Hiew and the company is headquartered in Penang.

When contacted, Sobree told Malaysiakini that his son originally posted the notice on his personal social media account several days ago.

He said he had retracted the notice because he needed to discuss the explanation given regarding the franchise’s name with the headquarters.

“We’ve already taken down (the notice). I’ve asked the head office to come up with a statement that this is a locally made company. It doesn't involve anything to do with the US.

“So, I put the ‘US’ means ‘us’, kita. But it seems that they (the head office) are not happy in such a way.


‘Kita means to welcome all’

Sobree said he would clear the issue with the head office.

He also emphasised that he interpreted ‘US’ to refer to the pronoun ‘us’ to welcome all people to his restaurant, and the explanation only applies to his US Pizza outlet and not others.

“So, for me when we say ‘us’, it means everybody can come. Malay, Chinese, Indian… Everybody will come.”

Sobree admitted that he was concerned by the ongoing trend of boycotts, but apart from that, he also wanted to assure customers about his business’ halal certification. That is why he explained the name of the store and his background as a branch owner.

“I am a Muslim and when Malays come, they will ask ‘halal or haram?’. That is becoming an issue so I have to put that I am Muslim and I am local.

“If not, we cannot survive. We want to survive, we don't want to get boycotted, otherwise, we will suffer losses.”

He also drew parallels with Thai restaurants to drive home the argument that US Pizza is a Malaysia-founded brand and is run by a local business.

He pointed out that if a Malaysian starts a Thai restaurant business here, even though the tom yum is sold as Thai food, the owner has nothing to do with Thailand.

“We just take the menu and the standard operating procedures,” he added.


War and boycotts

Calls to boycott brands perceived to be supporting Israel have intensified in the wake of the escalating conflict between Israel and Palestine since Oct 7.


READ MORE: As violence continues in Gaza, boycott battle rages at home


Some of the brands caught in the crosshairs include McDonald’s, Starbucks, KFC, Coca-Cola, Nestle and Grab.

Even local coffee chain ZUS Coffee, which has no connection to Israel, is facing calls for a boycott after netizens accused it of deriving its brand name and logo from the Greek god Zeus. The deification of anyone other than Allah is considered a sin in Islam.

ZUS Coffee clarified that its brand and logo have nothing to do with the mythological figure.