Dubai's She Burger replicates an iconic burger (and calls it the She-Mac)
Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun... It's a familiar recipe worldwide, but in the UAE, the resulting burger is #NotDonalds. At least, not if served up by She Burger. The local chain just launched two limited-edition sandwiches that resemble iconic offerings typically found beneath a pair of golden arches.
She Burger makes no reference to regional conflicts, (dis)claiming instead that "This campaign is meant to be taken lightly and is not intended to offend or compare ourselves to any other brand." The brand seems more interested in playfully offering a better-tasting version of the Big Mac. But its limited edition products — She Burger is also selling a "100% Replicated Double Cheeseburger" — made their debut amid continuing boycotts of Western brands, driven by solidarity with the people of Gaza. On social media, customers are raving about the replicas while simultaneously calling for She Burger to remove Coca-Cola from its menu — another brand under attack for its perceived support of Israel.
The launch of #NotDonalds ("She's fakin' it") coincides with McDonald's reporting a 1% decline in revenue related to the war in Gaza. Notably, the slump in sales isn't limited to Muslim-majority countries. In a Q2 2024 earnings call for investors, CEO Christopher Kempczinski highlighted France's significant Muslim population: "When you think about the Middle East, the impact that we're seeing in France has been more than maybe in other markets because of that population."
While the boycotts stem from feelings of outrage and grief, #NotDonalds is (also) reflective of a more positive emotion — local pride. International brands once dominated many product categories in the Middle East, but they're facing increased competition from domestic and regional brands like She Burger, which are gaining momentum as the consumer landscape evolves, reflecting shifting preferences and geopolitical realities.
