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Do Coffee & Race Relations Mix?

3/28/2015

 
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You’re at the front of the line; it’s your turn to order: “I’d like an Iced Caffè Mocha, Grande, with whipped cream.”  “Sounds good,” the barista replies; “What’s your name and how do you feel about racial inequality?”

Surprised by the second part of the question?  You’re not alone.  Many Starbucks customers were recently jolted from their java when their cup came back with the phrase “Race Together” printed on the side.  Even more shocking were the efforts of baristas to “discuss race issues with customers.”

Why would the global coffee company want to tackle such a tumultuous topic?  Starbuck’s CEO Howard Schultz felt unsettled by the nation’s racial unrest and believed it was irresponsible for his firm to remain silent on this important issue.  Certainly Schultz was under no illusion that Race Together would solve the problem; however he did see the program as “an opportunity to begin to re-examine how we can create a more empathetic and inclusive society – one conversation at a time.”   

Unfortunately, many Starbucks customers and others found mixing coffee beans with complex conversations about human beings to be a bizarre blend.  Some doubted the efficacy of forcing these discussions, while others wondered how any meaningful dialogue could be distilled down to such an ephemeral exchange.

True, some consumers passing through retail checkout lines covet extended conversations with cashiers, but most do not.  Furthermore, even chatty customers don’t necessarily want to delve into a discussion as delicate as race with someone they hardly know.  The Race Together initiative also placed considerable pressure on Starbucks’ baristas, who had to act as ambassadors for race relations while completing their normal job responsibilities in a timely way.

In other words, because of the initiative, Starbucks jeopardized a key part of its core value proposition: efficient counter service, which wasn’t effective marketing.  Furthermore, as customers’ reactions to the program suggested, this decreased utility unfortunately wasn’t offset by a noticeable gain in goodwill.

People do appreciate when firms embrace corporate social responsibility, but that CSR needs to feel genuine, not forced.  Likewise, it’s best when business benevolence is strategic; i.e., it logically connects to what the company does to deliver value and produce profit.  This type of integrated approach to CSR makes more sense to consumers and is more effective for marketers.

Brewing coffee and counseling on race relations is an awkward assembly.  Starbucks seems now to have recognized the ill-conceived combination and pulled back on its Race Together program.  In sum, the company can be commended for its noble intent to address a very important social issue, but the program’s apparent ineffectiveness along with its likely negative impact on operations makes Race Together a recipe for “Simple-Minded Marketing.”

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Keith Quesenberry link
3/30/2015 11:37:36 am

Thanks for sharing. Nice insights here. This reminds me of the Nationwide Insurance Super Bowl ad that had good intentions - to raise awareness about childhood accidents - but was executed in the wrong context.

Cristina Cunningham
3/30/2015 03:05:48 pm

I cannot help but agree with you more on these insights. I think it is very bizarre that Starbucks would tackle this topic in the way that they did. Usually customers who go in for coffee want a quick in and out to continue on with their day. A topic as deep as racial injustice is a conversation that would take more than a quick 30 seconds to discuss as they purchase their drink and move onto the next customer in line. The conversation is not only forced, but quickly disregarded. This marketing strategy is definitely simple minded.

Austin Zhao
3/30/2015 06:36:53 pm

I think this was a very unwise move for Starbucks. Although I could imagine when they came up with the idea and how they excited they were. But something are not to be executed right away. Racism is a very sensitive topic right now among our culture. Having a 30 second conversation either you get a really quick glare from the customer, or you probably gonna be in a very long debate with them. While this happens during purchase of a drink. People do not usually have time to discussion their piece of mind. And even they did, it would not be in a time span of 30 second or less.

Connor Getting
3/31/2015 01:27:29 pm

I do not think this was a smart idea for Starbucks to use. Yes, they clearly had good intentions, but you are asking for trouble when you bring up a subject like that with people you do not know, since you have no idea how someone will react when asked about race. It also doesn't help that the person is only going to be standing there for a few minutes before they get there coffee and then leave. This is a subject that society should address, just not in line at Starbucks.

Jessica Tonti
3/31/2015 02:20:11 pm

I had no idea that this was an initiative that Starbucks had done! Sounds like an interesting idea, but unfortunately was not the right fit for this sort of business, especially not in line. Like you mentioned, it prohibits Starbucks from being efficient--something that they pride themselves on over other coffee shops. Perhaps another campaign having to do with sustainable farming or free trade beans and other such topics would be a better way for them to leave a mark on society.

Leslie
3/31/2015 08:03:30 pm

I would disagree that this was a simple-minded form of marketing. I would classify it as mindless. It would have been simple for Starbucks to have customers engage in simple questions in order to get to know one another. It is wrong for them to expect complete strangers to feel comfortable enough to discuss with race without awkward stares and a quick run for the door.

Victoria Morrison
4/1/2015 07:24:28 am

This is a unique effort to handle racial tension, just to say the least. When I go to Starbucks, I expect an environment that honors one's time while providing consistent service. I think that adding an awkward agenda to talk about racial equality disrupts everything that Starbucks is known to provide. Maybe an event that provided coffee to those who actively wanted to converse about racial issues would be a better alternative that gives people the option to decline the invitation.

Victoria Morrison
4/1/2015 07:25:29 am

This is a unique effort to handle racial tension, just to say the least. When I go to Starbucks, I expect an environment that honors one's time while providing consistent service. I think that adding an awkward agenda to talk about racial equality disrupts everything that Starbucks is known to provide. Maybe an event that provided coffee to those who actively wanted to converse about racial issues would be a better alternative that gives people the option to decline the invitation.







Nic Perry
4/1/2015 07:54:51 am

Wow. I'm sure the Starbucks CEO had the best intentions in mind, but I feel that this is an awful way to attack the issue. In line for a starbucks drink, is not the time or place to have a conversation about race. Perhaps you should lay some cards out on your tables if you want to speak out on the problem, not force your employees and customers into uncomfortable situations.

Danae Mitchell
4/1/2015 09:13:12 am

It is obvious that Starbucks's move to incorporate a social issue into their business could have been done more strategically. I never went to Starbucks during this "Race Together" initiative and to be frank I'm glad I didn't. I completely agree that combing coffee and racial discussion is very awkward. Starbucks could have still addressed the issue but in a less direct way, such as through a campaign on their website.

Jason Muehlhoff
4/1/2015 01:10:38 pm

One the one hand, it is noble that a company such as Starbucks would attempt to address an issue as prevalent and important as race. But the implementation of the idea is severely flawed, as race is too important and touchy a subject to talk about with someone you do not know for 30 seconds. There are other ways that Starbucks could have approached the topic, but this attempt has failed. I agree with the assessment that this move was "simple-minded," because it attempted to uphold societal values, but did not help to create value for the company.

Joseph Chang
4/1/2015 02:10:29 pm

I found this post really interesting. Although I don't agree with Starbucks plan I do believe that it has good attentions behind it. By Starbucks doing this they are setting themselves up for criticism. Especially during the time we are in right now. Starbucks should rethink their marketing plan and this time really think about what they are going to do all the way through. Another thing that was flawed in this plan was that no one really wants to talk about such a touchy subject especially with strangers. This post was an interesting read.

Todd Cary
4/1/2015 02:30:08 pm

I was surprised that a company like Starbucks would put themselves out into the economical and political elements of race. I think that they had a good idea when it came to stirring up discussion, but they did not do it the right way. It may have made the difference to some people in how they view Starbucks, but a lot of people just wanted their coffee fast. The article said that it was their primary goal to serve customers quickly, but if a customer in the front of the line starts talking about race, what is the barista to do? It could have been executed differently.

Christopher J Kim
4/1/2015 04:26:02 pm

I personally like how the CEO of Starbucks, Howard Schultz, was aware of racial inequality and had great thoughts in mind. However, I believe that it was not the best move to approach to the customers and ask about racial inequality. This is because the subject or topic can be sensitive and most customers won't feel comfortable talking about it. Also, the customers would rather take their drink and continue on their business than to talk about racial inequality.

Breanna Klett
4/1/2015 05:14:24 pm

When this campaign began, I initially thought #racetogether has something to do with running. Since the Starbucks CEO is a fit man, I thought he was trying to support the running community. Then I found out what this campaign was really about. I say that to point out that the tagline "race together" was confusing in the first place. Then you try to force social conversations on difficult topics between your employees and their customers? As an employee, I am not sure I would have been comfortable with this demand, as any social issue can be difficult to discuss. While he was trying to do a good thing, he went about it the wrong way. It damaged their name (momentarily) and caused great confusion and frustration. I think if they wanted to do something like this, they should have thought about hosting a public discussion in one of their coffee houses. This would give both customers and employees the option of joining this discussion. It was from good intentions, but it was very simple minded.

Kasey Hormel
4/1/2015 05:22:42 pm

This was not a wise idea for Starbucks. To try and start a conversation about such a touchy topic with strangers is risky. The customers view, reaction, and opinion are unknown. I understand Starbucks’ reasoning in doing this but it could have been done differently. Instead of trying to have the barista start the conversation they could have post things on the cups that would begin awareness of "race together" and have confidence in the customers to start the conversations. Starbucks is known for their quick service; so to ask a customer questions is not wise. A customer may become impatient with the barista if asked about their view on “race together”. Starbucks just implemented this idea of getting conversations started about race the wrong way. There are better ways in getting conversations started while staying true to their business.

Desirae Griggs
4/1/2015 05:58:27 pm

I think this was not a smart idea for Starbucks. I can only image myself ordering a coffee and being asked that question out of the blue. Starbucks was created as a place where people could be efficient, grab a coffee, and leave. That's why something like this is not a good idea; the customers will probably feel uncomfortable, awkward, and may not return because of it.

James Daughters
4/1/2015 06:15:43 pm

Although this may have seemed like a good idea at first, I agree that on the mindful marketing meter this places as a simple minded idea. I can't think of another restaurant or fast food chain that opens up in this way to its customers. The reason for this may be that these companies are trying to serve their customers quickly and help them to be on their way in a hurry. The company would have to change the atmosphere of their company for the conversions on societal issues to benefit Starbucks. Maybe if they made Starbucks into more of a sit-down/bar atmosphere this might work.

Brian Bek
4/1/2015 07:03:43 pm

I can understand the concerns that the CEO had, however, I agree that it certainly sparks more confusion if anything. If it was asked during a discussion, the topic is certainly more approachable over being asked the question when getting a cup of coffee. I feel that is a bit simple-minded of them to make this move in this manner. I cannot really think of any alternatives at this time, but the mentioned method they used is certainly confusing.

Yoonji Kim
4/1/2015 07:48:01 pm

I read the article about this before and presented it in the class. I agree that Starbucks movement was simple-minded. I understand that they are trying to create the societal value, but the movement cannot be related to the product that they are selling. According to the article that I read, Starbucks insisted that it is their obligation and responsibility to lead the society to bring up the delicate issues. However, what I found was irony and hypocrisy. Board of directors of Starbucks are predominantly consist of whites. If they are want to bring up the racial issue, they need to check their own system first.

Daniel Dow
4/1/2015 09:15:35 pm

It's shocking that a company like Starbucks would do something like this. Starbucks appears to be an incredibly smart company that typically makes smart choices. This, however, is not a very smart move. While reading this article I could not help but imagine myself in the place of customer that was being asked that question. I would immediately know it was due to something higher management was forcing them to do. I would also feel incredibly uncomfortable. Considering Starbucks is a place that flourishes on comfort and experience, it was not a good move to incorporate the topic of racial inequality into the order process of their product.

Crysten Dean
4/2/2015 02:00:52 am

I think it is humorous that this initiative actually made it all the way to the actual Starbucks stores. While Starbucks can be commended for being proactive in trying to seek a solution for the racial tension that has plagued the country, I cannot seem to understand why no one in their corporate offices did not see how this could turn out badly. Most people go to Starbucks to get a quick drink before they have to be somewhere else, and I can imagine that most would not be willing to try to have aa deep a conversation as this is with their neighborhood barista. I think the major thing wrong with this campaign, though, is that it did not seem as if Starbucks was giving the baristas any specific training on this touchy subject. The article itself said that baristas would be the race relations ambassadors for the company, however I do not know how they would be able to correctly represent Starbucks the way the CEO wanted without any prior training. This was just a weakly thought out initiative that was bound to fail.

Clayton Yip
4/2/2015 05:24:10 am

Race is one of the great debates that our country has struggled to reconcile over the past century and a half. Even now with all the racial tensions, Starbucks did not time their campaign very well. Although the thought behind this #racetogether campaign may have been positive, I definitely do not believe it is Starbuck's role to foster a conversation on race with its customers. People who go in for Starbucks are usually in and out in a matter of minutes. There is no time or space to have any deep meaningful conversations anyway. Starbucks really missed the mark on this publicity attempt.

Nate Foggy
4/2/2015 08:24:00 am

I find this to be a brave way to address a very important topic. However, when people are ordering coffee, they are often in a rush and I can't imagine many people being prepared for such topics.

Dan
4/2/2015 08:50:17 am

I can understand Starbucks trying to be socially responsible, in a society that has many issues. Although, society is not ready to have any type of conversation, they are too quick to speak, forgetting the skill of listening. Starbucks needed to understand this before they spoke, that something like this, however noble, would not actually work.

Emma (Eunbin) Cho
4/2/2015 09:06:15 am

It's compelling to see Starbuck's creative approach to a social issue, and I respect their effort as a good start of being engaged in raising social value topics. Overall, I believe that if customers can look back on social issues while drinking a cup of coffee, that moment would be valuable and meaningful. Starbucks may wants to give us that considerable "coffee time" once a day.

Natalie Toyer
4/2/2015 09:10:27 am

If I were to walk in a Starbucks and be asked this question, I would feel very uncomfortable and unappreciative of that kind of conversation in that setting. When I go there, I normally go in and get out as quickly as I can. Having these kinds of questions inhibits proper dialogue on the subject and the ability of the baristas to get your order out quickly. While Starbucks was well-intended, having deep discussions like that from behind the counter are not the right place to be having them. I would definitely agree that this is "simple-minded".

Daniel Prawira
4/2/2015 09:39:46 am

I see that Starbucks has some good will in doing this. It is good to be concerned with the current issue of racial inequality. However, I feel that it was not a wise decision for a business like Starbucks to play out this "race together" campaign through their baristas. The effect of this decision has some drawbacks as we can see in the social media attacks on the campaign. On the other hand, this campaign does give Starbucks a "trying to do good" image. This campaign is simple minded.

Kelsey Nyce
4/2/2015 09:58:50 am

I find this article to be very insightful and I enjoyed reading what was said in this blog. I have heard people talking about the new race together program at Starbucks, but haven't had a chance to learn about the topic myself. I like the intentions behind the program, but I think the execution was poor. Customers don't want to be stopped in line to talk about this hard pressed topic while they are in a hurry to get somewhere else. I agree with the rating of simple-minded in that it definitely upholds societal value, but doesn't create stakeholder value.

Nicole Barnes
4/2/2015 10:13:18 am

Prior to reading this article, I did not know Starbucks attempted to do a Race Together campaign because of current racial issues going on in society today. I have to agree that the marketing effectiveness is way off when you ask customers how they feel about racial inequality while they are ordering their coffee. Most customers do not want to talk about something so personal, so delicate, and time consuming when making a stop for a little pick-me-up. Quickness and efficiency is something that people love about Starbucks. The faster they get through the lines and receive their drink, the better. Even on the rare chance that someone was willing to talk about racial inequality, they would stand there and hold up the line while everyone behind him or her would become very impatient and most likely end up leaving. I agree with the simple-mindedness of this campaign. Although it was for good intentions, it is not good for business.

Swift Daddy 2249er
4/2/2015 11:06:47 am

I think that Starbucks made an interesting move here. While they have championed conversations about rights and roasting procedures for years, they clearly took a larger risk this time around. I am eager to see if it will pay off. Millennials love this kind of marketing. Yet, should Starbucks run the risk of isolating so many other customers. What about the guy who just wants to order his coffee and read his paper in quiet? What about the woman who wants to buy a panini without any conversation of race because she'd like "white" american cheese on that? Starbucks, you have rolled the dice. Let's hope you for your shareholder's sake you pass Go...


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