As a Veterans Day gift, Starbucks has announced in a press release their new policy geared toward active and former military personnel. Starbuck’s CEO Mr. Schultz stated, “We have a responsibility as a nation to honour our veterans and their families for their service and sacrifice, but it goes beyond saying thank you – we must put our thanks into action and collectively help those who are making the transition from military to civilian life.” Whether the announcement was meant to make amends for the “Red Cup” anti-Christmas agenda or purely a perfectly timed announcement on Veteran’s Day, the company may have won back a few customers.
But now Starbucks has taken the step of press releasing on a new veterans policy – including the hiring of more former U.S. military personnel, as well as a plan to provide “partners who are current or former members of the U.S. Armed Forces with an additional tuition-free education to extend to a spouse or child”.
And while Starbucks’ commitment to helping former U.S. troops is not new – they have helped with tuition for veterans who work for them for some time – the timing of the press release on the back of the Red Cups saga, as well as in tandem with Veterans’ Day in the United States, could be viewed as a public relations effort aimed at conservative voters and families who may have been affronted by the War on Christmas story.
Starbucks seems to have capitalized on the red hot controversy surrounding the anti-Christmas cups and used the momentum to turn the tide back in their favor with their new veteran’s program.
