Domino’s has become the focus of grassroots boycott campaigns in several regions due to franchise-level support for the Israeli military and public alignment with Israel during its assault on Gaza. During the ongoing genocide in 2023–2024, multiple Domino’s Israel locations reportedly provided in-kind donations, free pizzas, to Israeli soldiers. Domino’s global brand has faced backlash for allowing its franchisees to publicly align with an apartheid regime. The BDS Movement has endorsed these grassroots boycott efforts, citing complicity through material support and ideological endorsement of occupation. In Asia, particularly Malaysia, Domino’s experienced a notable sales decline of 8.9% in late 2023, attributed directly to consumer-led boycotts over the brand’s perceived U.S.-Israeli alignment. The impact has been strong enough to be flagged during shareholder calls, underscoring the reputational cost of complicity.
Domino’s is rated High Impact due to its symbolic and material complicity with Israel’s occupation and military assault on Gaza. While the core corporation may not have issued direct statements, the brand permits its Israeli franchisees to operate in political alignment with apartheid, including reported donations to active-duty soldiers.
BDS has formally endorsed local boycott actions against Domino’s, and the company’s sales decline in boycott-conscious markets like Malaysia shows that consumers are holding U.S. brands accountable for their affiliations. In a climate of genocide, neutrality becomes complicity and Domino’s franchise behavior has shown clear partisan support for Israel’s actions.
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