UH OH: Look What’s Happened to Starbucks Since They Got Political

starbucks

I’ve never been a Starbucks fan.

You’re overcharged. Your name is oftentimes misspelled on your cup. You stand in line–forever–and overhear orders like, “iced, half caff, ristretto, venti, 4-pump, sugar free, cinnamon, dolce soy skinny latte” or “grande chai tea latte, 3 pump, skim milk, no foam, extra hot”.

But all orders–from a tall blonde roast to the most ridiculous–have received a big, fat blob of politics on top.

And, I guess no one wants to order that…

According to Hot Air:

Given the youthful, next-generation persona which they try to project in all of their marketing it will come as no surprise that this has taken the form of a decidedly liberal initiative. So how’s that working out for them these days? According to Yahoo Finance, the company’s popularity as measured by the YouGov Brand Index rankings has completely tanked.

Starbucks’ brand has taken a beating since the company announced plans to hire 10,000 refugees worldwide in the next five years in response to 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.

Why? Why? Why? Why do people make their jobs so difficult?

Starbucks! Yeah, you! Make coffee, overcharge for said coffee, make money. Good job.

Meryl Streep! Make movies. Win awards. Nice work.

Why must EVERYTHING include a political platform on this, that, and the other?

It’s exhausting, and it certainly doesn’t increase profits.

“When you run a business which relies on maximizing market share across a large and diverse nation, of what possible benefit is it to your shareholders to do things which would immediately tend to drive as much as half of your potential audience away?”

So I’ll stick to my a-political k-cups, drink my coffee in my pajamas, and save hundreds of dollars a year.



Regan Pifer

About Regan Pifer

Reagan Pifer has taught and researched American history and politics in higher education for ten years. These are her rants.

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