Starbucks' 'Brand Perception' Takes A Massive Hit After Announcing Plans To Hire 10,000 Refugees

Tyler Durden's picture

About a month ago, Starbucks CEO Howard Schultz decided to 'take a stand' in defiance of Trump's immigration executive order and penned a message to the world vowing, among other things, to hire 10,000 refugees over the next 5 years and "build bridges, not walls, with Mexico".  Here are some excerpts from the politically charged message drafted by Schultz with "deep concern and a heavy heart":

I write to you today with deep concern, a heavy heart and a resolute promise. 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. I can assure you that our Partner Resources team has been in direct contact with the partners who are impacted by this immigration ban, and we are doing everything possible to support and help them to navigate through this confusing period.


Hiring Refugees: We have a long history of hiring young people looking for opportunities and a pathway to a new life around the world. This is why we are doubling down on this commitment by working with our equity market employees as well as joint venture and licensed market partners in a concerted effort to welcome and seek opportunities for those fleeing war, violence, persecution and discrimination.  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.


Building Bridges, Not Walls, With Mexico: We have been open for business in Mexico since 2002, and have since opened almost 600 stores in 60 cities across the country, which together employ over 7,000 Mexican partners who proudly wear the green apron. Coffee is what unites our common heritage, and as I told Alberto Torrado, the leader of our partnership with Alsea in Mexico, we stand ready to help and support our Mexican customers, partners and their families as they navigate what impact proposed trade sanctions, immigration restrictions and taxes might have on their business and their trust of Americans.

Unfortunately, Schultz quickly found out the hard way that while most adult-aged Americans can agree that they like coffee, roughly 50% disagree with his leftist political opinions.  Which, according to Yahoo Finance, has sent the company's "brand perception" into a downward spiral since January 29th.

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.


YouGov says that there's reason to believe backlash will impact the chain's bottom line. Two days before Starbucks' announcement, 30% 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%, according to YouGov.



Of course, this isn't the only time Starbucks has alienated customers by publicly pursuing a controversial political agenda.  As we noted back in March 2015, the Company was forced to abandon its "Race Together" campaign that was intended "to be a catalyst for a larger conversation on race" relations in the United States but really just served to piss off a bunch of anxious people eager to grab their cup of coffee and be on their way.



Apparently nothing will ever convince some of America's leftist billionaires that, no matter how rich they become, they will never be able to force their political opinions on Americans who see through their propaganda...just ask all the rich people that just lost a fortune trying to elect Hillary.

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chunga's picture

His name is Howard Shultz.

The Saint's picture
The Saint (not verified) chunga Feb 24, 2017 5:12 PM

Boycot Starbucks.


Logan 5's picture
Logan 5 (not verified) The Saint Feb 24, 2017 5:14 PM

Kosher Coffee @ $5 bux a cup

Jim Sampson's picture

REPORTER "You had a great company making tons of money, what went wrong?"


HOWARD "I was diagnosed with Progressivism."



knukles's picture

For some reason, Coastal Californians think that they're the World's Royalty and have elected themselves to lead the remaining free world to a Socialist Utopia.

I am more equal than others's picture



Star fucked. 10,000 immigrants = 10,000,000 less visits by 1,000,000 customers.  Demoncratic business model. 

Star fucked response, raise prices and the lemmings oops customers will pay


JRobby's picture

Kind of amazing that people who are outrageously compensated to make strategic decisions and guide a company in a way that increases shareholder value get things SO FUCKING WRONG!!!!

Golden parachute time!!!!

(Starbucks is over roasted and over priced)

It's coffee.

Christophe2's picture

These CEOs are just puppets of the deep state, just like Obama and Trump, and just like the actors from Hollywood, the CIA journalists, fake justice judges, etc: all bad actors working for the same bunch.

Their generational satanist upbringing and big paychecks guarantee that they will do exactly what they are told with the power and wealth afforded to them.

They are a miserable bunch who need to heal themselves instead of hurting others, but most of them mistakenly believe they can't get out...

Okienomics's picture

Sort of O.T., and surely won't land well with most, but for those of you who have *considered* giving up coffee and other caffeine, I'm here to spread the good word.  I did it.  After thirty years of being a coffee devotee, I just gave it up, along with iced tea and caffeinated drinks of any kind.  After the first two days (headache), I was good to go.  I wake up just fine and have no problem staying awake.  And my blood pressure has dropped and stayed lower (i was reading pretty high, upper 140-90s).  

A year ago I would have laughed at the idea.  I'm now an advocate.  Just not sure what to do with my multiple stashes of chocolate covered coffee beans.  FREEDOM!

Dave Thomas's picture

Didn't Howard Shultz say he was going to step down? And why do I keep hearing klezmer music all the time!?

thussaiththewalrus's picture

I'm with you!   And, while Jewish billionaires (who have been honored by Isreal) are "not required" to support any and all  anti-Jewish causes, I am STUNNED that someone who IS Jewish, and aware of Israel, is SO COMMITTED to support illegal Muslims who are sneaking into this country, and, who have not only killed Christians, but also are committed to elminating Israel from the face of the earth.    There are no words to describe the disdain I feel for someone so foolhardy with the safety of the USA, and the future of freedom, as Howard Shultz. 

Shocker's picture

Again, Business and Politics don't mix. It never ends well

Layoff List:


kavlar's picture
kavlar (not verified) Shocker Feb 24, 2017 10:35 PM

Aren't all Americans either refugees/immigrants or children of refugees/immigrants? Jeez!

PT's picture

Starbucks CEO announces he has 10 000 jobs available in the US which he will definitely NOT give to US citizens.

Manthong's picture

I can hardly wait to see their 2017 1Q earnings after they have had time to enjoy the effects of the anti-Christmas cup and refugee positions as administered by the half of the coffee drinking population who are not stupid F.n liberal morons.

I am buying a couple of SBUX puts next week.


Manthong's picture

..and hoo boy…..

The morons at corporate do not understand that their product is TOTALLY ELECTIVE.


jeff montanye's picture

like budweiser beer.  beer is not elective but budweiser is.  higher priced and no better than many others.  icehouse has more alcohol and is cheaper. tastes about the same.  and there are many more coffees.

why these idiots think they want to have half the market share they have now is beyond me.  i think the earlier comment about royalty may have something to do with it.  ceos get their way so often within the organization and are ass kissed with such vigor and finesse that they start to think they really are unusual and ought to advise the world.  thus.

and the funny thing is, though ot with this guy, the clintons making all the to do about trump's roughshod attitude toward refugees/immigrants, not to mention his vulgarity, their number one benefactor, and basically ditto for the dnc, is this charmer (skip to the bolded and underlined "but there's an"):

how about them apples (or matzo balls)?

xythras's picture
xythras (not verified) jeff montanye Feb 25, 2017 5:55 AM

Soon will find out some link between StarBucks and PizzaGate, as we did woth other "shops"

Does Pizza Hut and Taco Bell Spokesman George Takei Support Pedophilia?

Soon, I tell you !

The Management's picture



...sick bastards

Manthong's picture

I listened to almost three minutes of that faggot and his enablers.

After I wiped the puke off of the floor, I went and poured another three fingers of Jack and slugged it in an attempt to disinfect my brain from that which should never be seen or heard.

Then, in an attempt to relax, I swabbed some G96 on the AK, the AR and the .45 carbine.

What everyone needs to understand is that the kids are the gold ring for the faggots.

They have made great headway towards that end under Clinton, Bush and Obama,

I am hopeful that the door is now being slammed in their sorry faces.

Manthong's picture

Oh, and if you work for the government and/or are having a gender identity problem, I have one thousand ninteen hundred and eleven solutions for you.


Manthong's picture

Famous words from the bottom of a California Justice System paid for black slime-ball speed-freak private in-ground swimming pool ... "Can't we all just get along?".

..government = inmates in charge


Escrava Isaura's picture

This post got me thinking.

Jim Sampson: "You had a great company making tons of money, what went wrong?" Progressivism.

A conservative would then say something like this: So what? Who cares what one believes? The market can figure out reasonable solutions to all these problems.

Again, a mean conservatives, not radicals libertarians that don’t want to see people getting along, because most libertarians want liberty for themselves, not for others.   


PT's picture

My guess is that he had already decided not to hire any US citizens but then thought he could get some kind of political leverage or something by announcing it to the world.

847328_3527's picture



Buy one $9.98 coffee and get one Burka free!

Only at Starbucks!!

Check out our new slogan:

"We hate Americans and know how to show it!"

SheHunter's picture

Well, if all goes right with Trump at least there will not be licensed, professional pipe line welders vying for a minimum wage job pushing coffee.  They'll be back behind the wheel of their customized 1 ton trucks contracting with lucrative oil/gas companies to keep America rolling.

espirit's picture

..."customized 1 ton trucks"...

I posit elementary maff was not required for a Graduate Degree at Berkeley.


venturen's picture

immigrants especially illegals work for much if a sleeze ball CEO can pay people less they will! Wonder how many starbuck employees have full healthcare

diesheepledie's picture

European ones. Not Arab Muslims. America is a country with a European cultural heritage and ethnicity. We must secure the existence of our people and a future for white children. Why would we want an Arab invasion?

Giant Meteor's picture

Thank you for linking the daily job cuts report. Been reading it for years, right here from ZH.

So the Starbucks, screwed the pooch real good eh? Good for them, these bright bulbs leadin their own parade, demise, (death march)

I am just now catching up on Ruth Bader Ginsbergs comments, as reported here ..

Sounds like the same bunch of stupid to me, and certainly, I am no rocket scientist but my God, these people are not just stupid, but clearly, insane. I would only add, Starbucks was already a trainwreck in the making IMO, although folks who closely observe these things, may wish to correct me. Nothing like nailing your own lid shut tho ,, the ole, I'll show YOU, I'll hurt ME!

Epic .. and  Thanks Again!


musimann's picture

Bankrupt the bastard.....There are lots of places to get coffee. Not worth the price anyway. Your paying to be a member of the "cool" people willing to get ripped off for social status.

SheHunter's picture

If you put their black hot water up against any other coffee with nothing added - no sweet stuff, no cream - just plain black hot liquid there is no difference in taste.  It is the additives that make their coffee any different.  Nothing more.  So buy some 100% pure whipping cream for $3.00, some good coffee for $7.00, a Stanley thermous at the local swap shop for $4.00 and make your darn coffee at home.  Day 4 of carrying the Stanley and you'll have paid for the coffee, thermous and cream by not throwing your cash away at a place where you stand in line like a stinking puppet.

jeff montanye's picture

and the ceo getting paid with your money thinks you are a fool and a bigot.

sodbuster's picture

Maybe Traitor Sorholes is his role model and mentor ............

KimAsa's picture

"Jewish" billionaires aren't lead by "Jewish" causes anymore or less than they are dissuaded by "anti-Jewish" causes, unless the aforementioned involve a money-making scheme, the Manifest Destiny expansion of "Israel" into lands they don't own, and/or further a twisted Holocaust revenge fantasy in Europe et elsewhere against native whites/Christians.. Wake up and smell the coffee.

That said, I love the smell of a good corporatist-globalist-scum flame out in the morning.

IntTheLight's picture

They hope the Muslims will first rid the world of white people. Then the eye of Sauron will go after them. Muslims do their dirty work. No different than encouraging black and Hispanic hatred of whites.

wolf pup's picture

He stepped over - to oversee their high end coffee shops, "Reserve". lol I'm not kidding. They're making more than Starbucks and they're in a big push to market.
I loathe their beans. Haven't sipped their coffee for years. Swore it off.

Reserve sells - iirc - a cuppa at $US7.00 - $12.00 depending on which goat ate it, crapped it out for a cat to ingest and then deposit for drying.

Lavassa. Bricks.

TahoeBilly2012's picture

The busiest one in Nor Cal is in Grass  Valley and it's slowed way down, part weather, but thinking some of this as well.

Georgiabelle's picture

I hope the end result is that Starbucks has to change their name to Nobucks. 

jaxville's picture

  I heard there are strong correlations between good health and coffee consumption.

   I would give up coffee in a heart beat if the only place to get it was Starbucks.  Overpriced shit.

Yog Soggoth's picture

Mildly addictive personality myself. Just like you said with coffee. What spurred me was the 50% coffee/coca fields run by (not me),employing paid soldiers, rounding up of street orphans who were usually sexually abused and then forced to stomp on coca leaves in a concrete pen full of nasty chemicals to produce USA cocaine. "I only do it on Christmas" would be a wrong thing to say to Saint Peter at the Pearly gates! The children had no skin on thier feet afterwards. I quit coffee in 89'.

Akzed's picture

I recently stopped drinking coffee at work, I only have my travel mug on the way to work, and I have found that I now sleep much better at my desk.


Chris Dakota's picture
Chris Dakota (not verified) Okienomics Feb 24, 2017 11:08 PM

We are at the endgame and everyone sane knows that.

I am gonna put my gun to the head of you Marxists and blow your fucking brains out all over your graphite sprayed walls.

Arnold's picture

I see a current and future psychotic break from reality in your future, Chris.

veeger's picture

reality is something you see very little of.

veeger's picture

that's right chris.....6 months at most...........