Starbucks closing and social responsibility
Murketing rounds up the latest on claims that Starbucks' decision to close in certain locations is a betrayal of corporate social responsibility.
A key excerpt from Dallas:
Starbucks is an iconic brand that means something more than just a company. It’s become a sign of middle-class American modishness. To get a Starbucks in your neighborhood meant that you were validated, in some sense…
For Starbucks to leave means that your part of town, in terms of social psychology, is downwardly mobile.
And from LA:
Starbucks is about more than a cup of coffee in many neighborhoods. That block-letter logo on a strip mall marquee can be considered a public stamp of approval, a symbol of hope, a suggestion of brewing economic vitality. . . .
Starbucks likes to be known as a company with a conscience. CEO Howard Schultz is fond of telling reporters that the firm tries to balance "profitability and a level of benevolence."
I tried calling company headquarters Monday to ask how that balance played out in these decisions. But all I got was an e-mail from a public relations firm, saying:
"Starbucks recognizes the potential social implication that closing these stores may have on the communities they serve. However, it is necessary to make decisions that will strengthen Starbucks U.S. store portfolio . . . and ensure long-term value for our partners, customers and shareholders."
So much for benevolence.
Note the common theme in each of the above: Starbucks is "more than" just a purveyor of coffee. Live by the third space, die by the third space; for communities that are losing their only Starbucks (unlike Midtown Manhattan, which won't really miss six out of the 38 Starbucks on every block), the loss is akin to the closing of a school, playground or prominent church.
It's easy to ridicule, sure, but indicators of downward mobility can be deadly to a community that seemed to be coming out of the muck.
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