Starbucks has taken a huge hit to their popularity because of their new found liberal immigrant policies. Since the January 29th hiring announcement by Starbucks to hire 10,000 refugees over the next fire years, the consumer perception level fell by two-thirds. This new policy was in direct response to President Trump’s executive order on immigration. In a survey from BrandIndex, the day before the announcement, 30% of consumers said they would consider purchasing from Starbucks for their next coffee purchase, which is the highest levels they have had since last March which sharply dropped to a 24% matching up with last years low August levels. These levels are no coincidence.
A memo from Starbucks CEO Howard Schultz as seen on Young Conservatives:
Let me begin with the news that is immediately in front of us: we have all been witness to the confusion, surprise and opposition to the Executive Order that President Trump issued on Friday, effectively banning people from several predominantly Muslim countries from entering the United States, including refugees fleeing wars . . . There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business.