In response to President Trump’s executive order to prevent refugees from entering the US, Starbuck took a liberal initiative and announced that they will be hiring 10,000 refugees worldwide in the next 5 years. Since them, the company’ popularity has completely tanked. The perception levels of the coffee giant’s consumer have plummeted by two thirds since late January. Overall, the perception of the company is positive, but much lower than it was prior to its CEO publishing a letter detailing the company’s plans to give jobs to refugees. Starbuck had suffered a consequence of a similar decisions in the past, but drew no lessons.
Hot Air reports:
This isn’t the first time that Howard Schultz has ventured into this territory, so one might have thought he’d learned a lesson from his previous efforts. You may recall that back in 2015 Starbucks announced their disastrous “Race Together” initiative, in which baristas would be attempting to engage customers in discussions of racial tension while serving them their morning cup of joe. That program was canceled almost immediately after it landed with a thud among the coffee purchasing public. Additional efforts at politicking are the likely cause of the lack of sales growth which the company reported last month.