March 18--Starbucks' campaign to start conversations about race relations has provoked opinions all right -- a lot of them critical of the coffee chain.
On Monday, Starbucks launched a weeklong campaign under the banner "Race Together" to get staff and customers talking about race. Baristas are encouraged to write the slogan on coffee cups. The social campaign is not out of step for a company that has spoken out on issues ranging from gay marriage to employee compensation.
Starbucks said employees have been discussing race prompted in part by relevant events in Ferguson, Mo., and New York City. "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," the company's statement read.
But Starbucks' idea has landed the company in hot water. Critics have blasted the company for capitalizing on heightened racial tensions to unfairly putting their baristas in the uncomfortable position of discussing a polarizing subject.
Business Insider reported this afternoon that the backlash has been so swift that a company communications executive deleted his Twitter account.
Twitter users also are mocking Starbucks. One user posted, "Some of my best friends are black coffee," and another said, "Flat white supremacy," in reference to the chain's "flat white" beverages.
asachdev@tribpub.com
