Remember a few weeks ago I posted an article about how Starbucks CEO shot his arrogant mouth off in protest to President Trump by pledging to hire 10,000 refugees over the next five years. Well, here’s the proof of what happens to CEO’s who make political statements thinking they are immune to the market.
I posted earlier what happened to Target during the first quarter after announcing that any one can use any bathroom they choose based what gender they identify with – Really? Well the”Invisible Hand” once again stepped in and their 4th quarter results were 4.3% below same quarter 2015. Brian Cornell, chairman and CEO of Target spun the decrease this way, “Our fourth quarter results reflect the impact of rapidly-changing consumer behavior, which drove very strong digital growth but unexpected softness in our stores,” Yeah right. Your customers don’t enjoy having to use one of your multi-gender restrooms, ya think?
But then I digress, back to Starbucks. One of my investor pubs reported, “Starbucks shares are trading lower, extending the week’s declines as investors continue to battle with the company’s efforts to fix through-put issues and capitalize on mobile order & pay demand. LOL. Now that is what most of us would call “spin.” What about the refugees you are hiring rove Americans, think that may have impacted your same store sales? The financial pub did find in their hearts to mention, “…….slowing sales momentum for Starbucks in the current fiscal second quarter as brand sentiment had seen some volatility following the company’s announcement to hire 10,000 refugees over the next five years” Yep, the “Invisible Hand” again. Consumers rule, companies exit and prosper at the pleasure of us! Remember that folks. Oh, how I love to watch capitalism at work.
I reckon we made somewhat of an impact on this cocky, snobbish, arrogant, politically correct CEO who believes he is so safe and good at his job as CEO that he can say anything he chooses to. Keep it up Schultz, you may go by the way of Woolworth’s. Let’s keep the pressure on them, we may just put them out of business. Oh, the power of money, and as Adam Smith called it, the “invisible hand.”
After President Donald Trump’s signed an executive order on immigration and refugees last month, Starbucks pledged they would hire 10,000 refugees over the next five years.
“We are living in an unprecedented time, one in which we are witness to the conscience of our country, and the promise of the American Dream, being called into question,” Starbucks CEO Howard Schultz said at the time.
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.
This isn’t the first time Starbucks has found controversy after announcing a company-wide initiative. In 2015, Schultz announced the “Race Together” initiative where barista’s would push customers to engage in dialogue about race relations.
And here is an excellent comment that was made on the article. There are lots of folks out there in the business world who could learn something from this comment.
This is what happens when CEO’s feel the need to infuse political correctness into their business models. Much like talented Hollywood actors and actresses who isolate much of their fan base when they abandon a proven formula for success (acting) by pushing political agendas, businesses can find themselves in the same boat. What out of touch CEO’s like Schultz don’t understand is the vast majority of his employees across the country are there to make coffee and collect a paycheck, not push his utopian politically correct agenda. What’s next? Installing a Zampolit (political officer) in every Starbucks to ensure all the baristas are comporting with the Kommissar’s agenda?
Interestingly, right after Schultz’ announcement to hire 10,000 refugees, Black Rifle Coffee Company announced they would hire 10,000 veterans. Starbucks may not actually meet their stated goal of hiring 10,000 refugees and BRCC may not actually meet their stated goal of hiring 10,000 veterans. What is important is the difference in priorities between the two companies with the messages they are sending. BRCC gets it. We need to take care of Americans first.
Admittedly, I am caffeine addicted. Where did I become that way? Come on that’s an easy one, where else but the Marine Corps. When you have the mid-watch (2400-0400) is bad enough, but when it’s your turn to “dog” the mid-watch and it lasts from 2400 to 0800, how else can one stay awake but to drink gallons of coffee? Anyway, I digress. I believe I am also a connoisseur of coffee. And since I do drink a lot of it, I could never understand why someone would pay $5-7 for a cup of Joe? Unless, of course, money is no object, and you have no real taste for good coffee, or you drink your coffee from a place you believe adds to your station in life. Anyway, if you have not surmised by now, I do not frequent Starbucks. I am a fan of Yuban, been drinking eversince I discovered it in Newport, RI in 1985. But I will now try to find out where to get BRCC’s coffee as I must give it a try, and if it is near as good as Yuban, I WILL switch. I choose where I spend my hard-earned pension, and trust me it isn’t at places run by loud mouth, ant-American CEO’s. Here’s to you Mr. Schultz, you choose to take a stand and so does the American consumer. Keep your $5 cup of Syrian-made Joe
LOS ANGELES, Feb. 3, 2017 /PRNewswire/ — As Starbucks positions itself with a systematic decision to hire 10,000 Syrian refugees, Black Rifle Coffee Company (BRCC) and much of America asks why? While their attempts to capitalize on the veteran community have fallen grossly short, is it time now to make a puppet out of the very cultural diversity that founded this country for mere profit over security? Or is it time to put the power back in American citizens who need employment whose love, value and appreciation make today’s freedoms possible? Let’s be clear; the “American Dream” knows no prejudice against race, color, or ethnicity. It knows hard work. BRCC is welcoming 10,000 veterans to seek employment, training and or aid through them directly, as Starbucks has failed the military community in the hiring space.
“Starbucks CEO, Howard Shultz’s refugee hiring statement stems from marketing initiative. It’s unfortunate, maybe, to see that Starbucks is continuing to obsess with banter that inseparably promotes their love for intolerance, hypocrisy, and dominance over small businesses,” said BRCC CEO Evan Hafer.
Founded in 2014 by CEO and former Green Beret Evan Hafer, BRCC was built upon the mission to provide a high-quality, roast-to-order, coffee to the pro-2A and veteran communities. Between deployments to Iraq and Afghanistan, Hafer worked to refine both his coffee roasting and firearms skills. He spent over a decade researching coffee, refining roast profiles and of course drinking while he roasted. BRCC stands for more than just a coffee company. It’s a veteran-owned business operated by principled men who have served our country honorably and stand together to protect the business integrity, conservative values, the veteran community, and our families. They are the proud individuals who raise their right hand to support and defend the Constitution, who set aside aggressive social progressiveness to be what’s important, kind, loyal, and protecting what they love: AMERICA. Just as committed to supporting the 15 thriving businesses beneath their umbrella as they are to the act of war, their brotherhood is stronger than commerce.
BRCC has consistently grown well over 700% since roasting their first batch of coffee just two years ago. Plans are in the works to open over 100 brick and mortar stores in the next three years and 500 in six years. Currently, the BRCC compound rests on 3.3 acres in downtown Salt Lake City and is already building an infrastructure for expansion. BRCC has teamed up with 5.11 Tactical and several other vetreprenuerial powerhouses to support its rapidly progressing operation. With escalating growth, comes obvious need to hire more employees. BRCC wants to remind the veteran community, “Starbucks says they are hiring Syrians because it makes for impressive PR. We hire veterans because it’s who we are.” While irate Starbucks patrons have been trading in their gift cards for cash at stores across the nation all week over this controversy, BRCC made a formal announcement on Instagram encouraging veterans to apply for future positions with their company by way of email to firstname.lastname@example.org
The inherent reality as a free society is the ability to vote with dollars. Repeatedly, conglomerates play on the emotional component of political prowess, by siding with the market best suited for their business endeavors versus standing for what they believe in as human beings. As a small business consistently faced with “schoolyard bullies” shoving and attacking every successful move BRCC makes, they refuse to stop serving their country, devalue patriotic predecessors, and watch American heritage being washed away in a storm of progressive, loutish intolerance. BRCC’s sentiment of hiring veterans isn’t for marketing propaganda, but how they have built their foundation. BRCC asks America, “Before you decide to vote with your hard-earned dollar, what do YOU believe in?”