25 February 2017

Starbucks Brand Suffers After Supporting Illegal Aliens

Starbucks CEO
Starbucks finally realized the folly of their way after it too a beating since the company announced plans to hire 10,000 refugees worldwide in the next five years. It was made worse when they declared that it was in response to President Donald Trump's executive order intended to prevent refugees from entering the US.

The coffee giant's consumer perception levels have fallen by two-thirds since late January, according to YouGov BrandIndex.

The perception tracker measures if respondents have "heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative." In Starbucks' case, perception is still overall positive, but significantly lower than it was prior to CEO Howard Schultz published a public letter outlining the company's plans to give refugees jobs.

"We are living in an unprecedented time, one in which we are witness to the conscience of our country, and the promise of the American Dream, being called into question," CEO Howard Schultz wrote in a letter to Starbucks employees about the plan.

YouGov says that there's reason to believe backlash will impact the chain's bottom line. Two days before Starbucks' announcement, 30 percent of consumers said they'd consider buying from Starbucks the next time they were craving coffee, the highest proportion in nearly a year. Now, the percentage is down to 24 percent, according to YouGov.

While many customers were immediately supportive of Starbucks' actions to support refugees, others threatened to boycott.

"Upon hearing about your decision to hire 10000 refugees instead of Americans I will no longer spend any money at Starbucks," one such Facebook user wrote on Starbucks' page in late January.