Starbucks CEO Blames ‘Misrepresentation on Social Media’ Regarding Company’s Position on Israel-Hamas War
The Starbucks logo. Photo: Reuters / Lucy Nicholson.
Starbucks CEO Laxman Narasimhan claimed there’s a “misrepresentation on social media of what we stand for” in an open letter on Tuesday that addressed acts of vandalism and other controversies the coffee chain has faced since the start of the ongoing Israel-Hamas war.
In the letter shared on the Starbucks blog, Narasimhan, who took on his role as CEO in March, did not directly reference the war. Instead, he talked about “conflicts” in the world that have “unleashed violence against the innocent, hate and weaponized speech, and lies — all of which we condemn.”
There have been efforts to boycott the Seattle-based coffee chain after it sued Workers United, the union organizing its employees, because the latter posted anti-Israel messages on social media following the Oct. 7 Hamas massacre in Israel while using logos similar to those trademakred by Starbucks. The coffee giant alleged trademark infringement, demanding that the union stop using its name and logo because the company had no official stance on the Gaza war and the social media posts prompted complaints and harmed its brand.
Share prices for the world’s largest coffee company have reportedly dropped by about 9 percent since mid-November — a decline of some $11 billion in its market cap — and there have been several instances of vandalism at Starbucks locations in the US since the start of the Israel-Hamas war. Misinformation on social media has also negatively affected the company’s business, such as posts on X/Twitter that falsely accuse Starbucks of directly funding “genocide” in the Gaza Strip. Starbucks has no stores in Gaza, and all its locations in Israel closed in 2003.
“Many of our stores have experienced incidents of vandalism,” Narasimhan wrote in the open letter. “We see protesters influenced by misrepresentation on social media of what we stand for. We have worked with local authorities to ensure our partners and customers are safe. Nothing is more important.”
He added: “Our stance is clear. We stand for humanity.”
At a Starbucks Reserve Roastery in Seattle, pro-Palestinian protesters who stormed the store smashed windows, wrote “Enter if you support genocide” in chalk on the floor, and spray-painted on the walls “free Gaza” and “free Palestine.” Last week, a Starbucks location in New York was spray-painted with pro-Palestinian graffiti, and at another store eight blocks away, a customer harassed employees and alleged that the company was anti-Israel.
“It is during times of conflict and pain when it is most important to come together,” Narasimhan further said in his letter. “I am realistic that it will take time. But I know it will happen.”
“In my daily meditation, I pray for peace — immediately,” he concluded.
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