Starbuck’s newest initiative that encouraged customers and baristas to discuss racial tensions has raised concerns that the discussion could turn into awkward or heated debates.
This initiative asks for Starbucks baristas to choose random customers, hand them a cup with the handwritten phrase “Race Together,” and start a conversation about the current state of race relations in the United States.
“I think that while their effort (to discuss race) should be applauded, it could cause some backlash,” Brian Holloway, a junior at the University of Memphis, said. “Discussing that topic with a random customer could create a very awkward situation.”
Starbucks CEO Howard Schultz - who has been involved in other debated topics in the country, such as marriage equality and gun laws, and other senior executives came up with this idea during open forums on the race topic held in Seattle, Oakland, New York, and other cities. After hearing stories from Starbucks employees that Schultz said were “emotional and heartwarming,” Starbucks has encouraged their baristas to engage in these same conversations with other customers.
Starbucks initially agreed to an email interview; after receiving the questions, they declined to comment.
Lauren Cedotal, a sophomore at the U of M, said that the McDonalds “Pay with Love” campaign – where McDonalds offered random customers free food for an act of kindness – is somewhat similar to “Race Together.”
“Pay with Love caused some concern and it involved receiving free food for just a few kind words,” Cedotal said. “Imagine discussing with a random person, whether or not they were a different race, about racial tension in America today. With the race topic being much more controversial than just telling a family member or random stranger something nice, I feel like this idea can turn into something a lot bigger than just a small conversation.”
The difference between McDonalds’ “Pay with Love” campaign and “Race Together” is McDonalds offered free food for acts of kindness; Starbucks does not offer any discount or giveaway for racial equality discussions.
Michael Entman, the Starbucks Licensed Store Manager at the University of Memphis, said that the Starbucks on campus will not be participating in the initiative.
“Because of the fast pace and large amount of customers, it was decided that it would be too detrimental to the smooth flow of business,” Entman said. “At the pace of 60 seconds per customer, there would be no way to have a meaningful conversation about the topic and such an important issue desires more than the time we would have to devote to it.”
Cedotal, a frequent Starbucks customer, said that she does not have the time for small talk when she is making a coffee run.
“When I go to Starbucks, I want to go in, get my coffee, and get out as fast as I can,” Cedotal said. “I don’t want to spend my time chatting with someone about any topic.”
On Sunday, Starbucks published an ad in the New York Times with the caption “Shall We Overcome?” and the words “Race Together” written at the bottom. USA Today will post the first of a series of newspaper supplements titled “Race Together” starting Friday, March 20. Starbucks will also have copies of the supplements in their stores.
