Global chain Starbucks is seeking to inject coffee into race relations.
Beginning yesterday, employees at all Starbucks Coffee locations will be allowed to influence customers’ opinions regarding the current state of race relations in the US.
This week, billionaire CEO Howard Schultz announced the launch of the #RaceTogether initiative, which he claims came about after holding forums with employees at stores across the country.
“We at Starbucks should be willing to talk about these issues in America,” Shultz said during a conference at the company headquarters in Seattle. “Not to point fingers or to place blame, and not because we have the answers, but because staying silent is not who we are.”
According to Starbucks, “Baristas in cities where the forums were held said they wanted to do something tangible to encourage greater understanding, empathy and compassion toward one another. Given their willingness to discuss race relations, many partners wanted to begin conversations with their customers too.”
Taking a cue from baristas in New York, Chicago, St. Louis, Oakland and Los Angeles who “voluntarily” began inscribing cups, employees will have the option to hand select customers cups with the words “Race Together” written on them and engage them in a conversation about race.
Additionally, the company will provide flyers at stores, and has purchased full page ads regarding the initiative in this Friday’s copy of USA Today and last Sunday’s edition of the New York Times
While the alleviation of racial tensions is indeed a noble pursuit, it’s important to note that the issue has been steered into an anti-cop fervor, with several police officers being killed in the name of Mike Brown, Eric Garner and others.
It should also be noted that Schultz is an avid supporter of President Obama, whose administration has repeatedly been accused of attempting to stoke a race war by politicizing nearly every racial issue affecting America today.
Fortunately, many are already seeing through the inanity of having an employee at a coffee bar confront them about the vast topic of racism.
Shut up and pour the damn coffee. Like I really want some barrista who can't get a better job to "educate" me. Hilarious.
#RaceTogether
— RockPrincess (@Rockprincess818) March 17, 2015
Ordering my coffee “black” is about as racially in-depth as I’d like to get with my barista. #RaceTogether http://t.co/N0Tg3TIAcr
— Bridget Barnes (@BridgetBarnes) March 17, 2015
The #Starbucks #RaceTogether campaign sounds like the most ill conceived, train-wreck-to-be marketing initiative since…ever. #cringeworthy
— Breanne Erhardt (@BreeErhardt) March 17, 2015
@starbucks – I just want my overpriced coffee with no politics thanks #racetogether
— Jen Olney (@gingerconsult) March 17, 2015
“This @Starbucks #RaceTogether thing is the dumbest marketing plan in the history of marketing plans” – New Coke
— Cameron Gray (@Cameron_Gray) March 17, 2015
I feel like this @Starbucks #RaceTogether campaign will be white baristas talking to white ppl about race. I’m confused.
— Dee Cater (@deecater) March 17, 2015
I was already tired of the politicization of holidays and sports – Now @starbucks is politicizing coffee – When does the madness end?
— Cameron Gray (@Cameron_Gray) March 17, 2015
Done. I don’t need $5 coffee and a lecture. http://t.co/hDiYYdotNn
— Stacey Lennox (@ScotsFyre) March 17, 2015
If the goal of Starbucks’ #RaceTogether was to bring together all races in laughing at their ridiculous idea, it’s working.
— Steve Krakauer (@SteveKrak) March 17, 2015
The hashtag #RaceTogether has apparently gone so awry that Starbucks’ Senior Vice President of Communications, Corey duBrowa, has reportedly had to delete his Twitter account.
@coreydu went from this to this in less time than a Scandal episode. Y’all the real Olivia Pope. pic.twitter.com/Qv6M3T7z3K
— TotesEvilTimesGuise (@KashannKilson) March 17, 2015
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