Starbucks boss says people protesting against the company over its stance on the Israel-Hamas war have been “influenced by misrepresentation on social media” of what the coffee chain stands for.
CEO Laxman Narasimhan, in a letter to employees, calls for peace and notes many of Starbucks’ stores have experienced incidents of vandalism. He added the company has worked with local authorities to ensure the safety of its workers and customers.
Starbucks has been catapulted into debates over the Middle East when the union that works to organise baristas in the US posted a message on social media expressing “solidarity” with Palestine, shortly after the 7th October.
The post was taken down following the union saying it had not been authorised by leaders, and sparked widespread backlash against the coffee giant.
Starbucks said it disagreed with the union’s statement. It has described its official position as condemning “violence in the region”.
It subsequently sued the union for trademark infringement, saying use of its logo was confusing the public and it needed to protect the safety of workers and halt business damage.
The actions spurred calls for boycotts by people in both pro-Israel and pro-Palestine camps around the world.
The coffee chain is among several Western brands that have come under pressure from consumers calling for companies to take a stance in the Israel-Hamas war.
Reports of slower sales have also hit its share price. It is unclear if the CEO’s message will ease tensions.
