Pisgat Ze’ev, with a population of over 50.000, is the largest settlement in occupied East Jerusalem and an area that pops up frequently in debates about Israeli settlement expansion. One month ago the area made the headlines when Obama criticised the Israeli government’s plans for 600 new housing units there. Situated just east of the Palestinian Shu’fat refugee camp, Pisgat Ze’ev is a strategically important location for the Israelis in their attempt to maintain a Jewish majority in East Jerusalem. It is also the end stop for one of the branches of the controversial Jerusalem Light Railway, which will connect illegal settlements to west Jerusalem and the old city. However, international companies still seem happy to trade there, as Blockbusters and Pizza Hut both have franchises in the Pisgat Ze’ev mall and the surrounding area. There is also an Orange mobile phone shop there. Orange Israel is owned by the Israeli Partner Communications Company Ltd and not connected to Orange owned by French Telecom. However, the Orange brand name is used under licence, hence representing the endorsement of the mother company.
Blockbuster’s franchise in Israel is jointly owned by Super-pharm, Forum Film (Israel Theaters) andYediot Acharonot (through Yediot Communications). Pizza hut’s franchisee in Israel is the Alon Group.