The head of the McDonald’s franchises in Israel is declining to put a restaurant in a Jewish settlement in the Palestinian West Bank.  And that’s drawing criticism from settler’s groups.

Omri Padan isn’t just in charge of Macca’s Israel locations; he’s also a founding member of “Peace Now”, an Israeli group dedicated to coming to a two-state solution to the tension between Israel and the Palestinians.

Padan is refusing to allow a store in the mall in Ariel because it is beyond the 1967 Israeli border, that is to say, on the Palestinian side.

The settlements are the most contentious issues in the Jewish state.  US Secretary of State John Kerry is trying to revive talks between Palestinians and Israelis even as the Netanyahu government approved 69 new housing units in an eastern section of Jerusalem.

Settlers’ groups are threatening to boycott McDonald’s (good luck, that Big America burger looks pretty good, despite the scary commercial), and to eat at a rival chain.

But Omri Padan’s decision follows international calls to boycott Israel because of its occupation of Palestinian territories. South Africa and the European Union have sought to label Israeli imports from the territories, and physicist Stephen Hawking cancelled a scheduled appearance, part of a larger wave of notables and pop culture figures avoiding Israel because of the occupation.