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August 26, 2008

Starbucks employer brand collateral damage

I received this in an e-mail from a friend in one of the armed forces who had had it sent to him in a kind of e-mail chain.  I have no idea if it is accurate or not but, what damage could this do to Starbucks from an employment aspect?

"Recently Marines in Iraq wrote to Starbucks because they wanted to let them know how much they liked their coffees and to request that they send some of it to the troops there. Starbucks replied, telling the
Marines thank you for their support of their business, but that Starbucks does not support the war, nor anyone in it, and that they would not send the troops their brand of coffee.

So as not to offend Starbucks, maybe we should not support them by buying any of their products! I feel we should get this out in the open. I know this war might not be very popular with some folks, but that doesn't mean we don't support the boys on the ground fighting street-to-street and house-to-house."

Add the above to:

"Also, don't forget that when the Twin Trade Towers were hit the fire fighters and rescue workers went to Starbucks because it was close by for water for the survivors and workers and Starbucks charged them! ! !"

"STARBUCKS HAD STORES ON SEVERAL MILITARY BASES IN THE UNITED STATES. THEY ARE NOW BEING REMOVED BECAUSE OF THIS."

The closure of most if not all of the Australian Starbucks stores, 500 in the US and who knows how many elsewhere doesn't exactly show Starbucks in great light.  This ad coupled with the Ethiopian debate can't make recruitment easy.

I'm actually a Starbucks regular and even have a Starbucks mug for my coffee at home; maybe I should stick to Costa?

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About Peter Gold

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