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Friday, March 10, 2017

Starbucks CEO on politics sours company image

Starbucks Corporation has vowed to hire a boatload (or wall load) of refugees rather than Americans to spite our President's first executive order that temporarily bans travel from seven terrorist-spawning countries. 

Customers who believe in national security and personal safety are not happy with the pretentiously overpriced burnt coffee tasting sellers. And you don't have to be a rabid Trump supporter to be turned off by this anti-American sentiment.

The company's Chief Executive Howard Schultz promised to hire 10,000 refugees, most of whom will probably refused to sell you a BLT because of the "B", in countries where Starbucks overcharges.

Schultz wrote in a letter addressed to his mochadellafrappachino jockeys that the American Dream was "being called into question" and that "the civility and human rights we have all taken for granted for so long are under attack."

Yes, Starbucks is the same company that refused to write "Trump" on a man's cup who told them that is his name. But they are okay preaching politics with every Double Ristretto Venti Half-Soy Nonfat Decaf Organic Chocolate Brownie Iced Vanilla Double-Shot Gingerbread Frappucchino Extra Hot with Foam Whipped Cream Upside Down Double Blended order. (Seriously, that's a real order, unlike the first one above.)

YouGov BrandIndex, a company that tracks consumer's sentiment toward companies and their willingness to purchase from those brands, noted that attitudes toward the company have gone south.

After they made the announcement about refugee hiring, the YouGov BrandIndex Buzz score fell by two-thirds between January 29th and February 13th. They have still not recovered.

Prior to Schultz's comments, 30 percent of consumers said they'd consider buy from Starbucks the next time they bought coffee, but that feel to a low of 24 percent and is now at 26 percent. 

One possible reason for the decline is that the product isn't worth the cost.

"Consumer perception dropped almost immediately," YouGov BrandIndex's CEO Ted Marzilli said. He added that the statistically significant drop in purchase consideration data indicated consumers became less likely to buy from Starbucks.

"That would indicate the announcement has had a negative impact on Starbucks, and might indicate a negative impact on sales in the near terms," he said, also noting that their holiday "red cup" controversy from November 2015 corresponded with an even larger drop in perception, but no real impact on purchase consideration scores. 

The controversy had to do with the removal of Christmas symbols from their red cups during the season.

Conservatives and others are supporting a boycott of the leftist chain and urge like-minded friends to support Dunkin' Donuts, which actually has the best donuts in America, whereas Starbucks has high caloric muffins that cause progressive stupidity.

If I want politics with my coffee, I'll go to the White House Press Corps room where Tom Hanks just bought the media a new coffee/espresso machine.