Fast-food giant Burger King is currently facing a storm of criticism for breaking a significant promise it made to consumers over a year ago.
Staying in Russia
Despite pledging to leave Russia following the invasion of Ukraine, Burger King continues to operate in the country, reports BBC.
The company had claimed in March 2022 that it had initiated the process of leaving Russia. "Saying they want to leave but then dragging their feet is not the same as actually leaving Russia," says Professor Steven Tian from Yale University.
"Not acceptable"
Restaurant Brands International (RBI), which owns 15% of Burger King's franchise operations in Russia, claims that it is legally "complicated" to shut down operations in the country.
Critics, however, are not buying this explanation. "The company should be willing to break its contract. It must accept the legal risk of doing the right thing," says Mark Dixon, founder of the Moral Rating Agency, which campaigns against companies doing business in Russia.
Others have left
Other major global chains were quick to exit Russia. Starbucks and McDonald's are just a few examples.
"The humanitarian crisis caused by the war in Ukraine, and the resulting unpredictable business environment, have led McDonald's to conclude that continued ownership of operations in Russia is no longer sustainable," McDonald's stated after Putin ordered the invasion last year.
The situation raises questions about the effectiveness of Burger King's commitment and the ethical implications of continuing to operate in Russia. It also puts a spotlight on the challenges companies face when making ethical decisions in complex geopolitical landscapes.
