After military clashes between Azerbaijan and Armenia broke out last month,fast-food franchisees began to weigh in - on behalf of Azerbaijan.
Azerbaijan said Armenian forces fired at its military positions and residential areas,while Armenia reported artillery attacks by Azerbaijani troops.
Its Prime Minister has asked for volunteers to defend Nagorno-Karabakh which Azerbaijan claims. Armenia has Russia on its side,while Azerbaijan has Turkey.
Armenia and Azerbaijan have accused each other of violating a Russian-brokered ceasefire in the region said to be on the brink of a humanitarian crisis.
Azerbaijan and ethnic Armenian forces have accused each other of launching new attacks in and around Nagorno-Karabakh.
Russian Foreign Minister Sergei Lavrov also said Armenia and Azerbaijan agreed to start talks on the settlement of the conflict.
Within hours of the first signs of fighting by Armenia and Azerbaijan,the two sides'efforts to shape public opinion went into overdrive.
"We will make it a bloodbath for them":The tiny,war-torn mountain village of Shushi is sacred to both Christian Armenians and Muslim Azeris.
The fighting has killed more than 360 people in two weeks.
President Recep Tayyip Erdogan's resolute stance on Nagorno-Karabakh is a strategic priority and a costly necessity.
This week's fighting is the biggest escalation in years in the decades-long dispute over the region,which is inside Azerbaijan.