What happened with Starbucks and the Marines?
It all started in early 2018 when Starbucks made a decision to not send coffee to a military base, followed by a tweet from the company explaining their stand, which caused a huge controversy.
The base in question was Marine Corps Air Station Miramar in San Diego, California. As any other military base, there is a procedure which a company has to follow in order to send coffee to the marines in the base. It includes arranging a shipment through an official distributor, guiding it through the freight and customs proceedings, and of course, reaching an agreement between the contractor and Starbucks.
However, Starbucks refused the request of sending coffee. The company’s tweet was quickly spread through various media sources, and within a few days, it became viral.
The general opinion on social media was that the company had done the wrong thing to the brave young men and women who risk their lives for the protection of their country. Many people accused Starbucks of being disrespectful to the armed forces, and some of them even went as far as boycotting the company.
Nevertheless, Starbucks defended its stance claiming that it was due to various differences in the US banking system, addressing that if the marines had asked for coffee to be sent to another military base, they would have happily done it.
The short statement did not satisfy people and the company had to provide more explanations. They then clarified that the main problem was the requirement of setting up an official bank account in order to process a payment.
Because Starbucks operates in the US, and the base in question was overseas, the company had to wait for the marines to establish a bank account so they can transfer the money. Unfortunately, this process takes too long and Starbucks did not want to risk not receiving the payment.
Why did Starbucks Refuse to Send Coffee?
Starbucks decision not to send coffee to the marines was motivated mainly by contractual and capital requirements.
First, Starbucks is a company with a global presence and regulations might be different in countries outside the US. This means that sending coffee to the marines would have exposed the company to potential legal issues, as well as financial penalties in case something goes wrong.
Second, Starbucks operates as a for-profit business and as such, it requires to observe its long-term financial interests. By refusing to send coffee to the marines, the company was protecting its assets and ensuring it will be able to cover its expenses in the future.
Third, Starbucks did not want to rely on the debt collection procedure in case the marines were unable to pay the invoice. The company was aware that the marines might have been unable to pay, due to the long-term procedures they have to follow in virtue of their official roles as members of the US Armed Forces.
Were the Marines unbothered by the incident?
Contrary to the general opinion of disappointment towards the company, the marines did not seem to have been affected by the incident.
In fact, many of them took the decision with a pinch of salt, by pointing out that their conditions are better than many other US citizens.
The US Marine Corps works as a family, and many of its members saw the decision of refusing to send coffee as a necessary evil if the US wants to protect its servicemen, by ensuring that Starbucks’ business remains safe and sound.
Furthermore, members of the US Marine Corps understood the company’s stand, stating that Starbucks most likely made the right call by refusing to send coffee to the base.
Also, some marines saw the decision as an opportunity to display the strength of their community, stating that they do not need Starbucks coffee to enjoy their free moments in the base.
What is Starbucks view on the incident?
Starbucks has since provided a comprehensive statement on the issue, apologizing for their initial decision and making clear that their actions were not intended as a slight on the US Marines or any other members of the armed forces.
The company, instead, has framed the incident as a misunderstanding, as well as an opportunity to do things differently in the future.
Starbucks made it clear that they want to improve the way they serve their customers, and they want to be better prepared when things like this happen in the future.
The company’s statement was warmly received, and they were celebrated for their honesty and prompt response to the controversy.
Were consumers affected by the decision?
It is difficult to estimate the number of consumers who were affected by Starbucks’ decision not to send coffee to the Marines.
The decision did not have a direct or visible effect on the consumers, and Starbucks was able to distance itself from the controversy by making it clear that their stand was driven by financial reasons and not by any type of animosity or disrespect towards the US armed forces.
Even so, some Starbucks customers found the decision unacceptable, and this could have potentially had a negative effect on the company’s profits.
Conclusion
In conclusion, it seems that the US Marine Corps was more understanding of the situation than the general public. Even though they did not get the coffee, they embraced the decision as a show of strength and solidarity.
On the other hand, Starbucks managed to win back their customers’ trust by releasing a comprehensive statement explaining their stance. In the end, the incident was seen as an opportunity for Starbucks to do things differently in the future.
What lessons are to be learned from the Incident?
The incident with Starbucks and the US Marines offers us plenty of lessons we can learn.
First and foremost, it teaches us that companies should pay close attention to their operations and ensure that they are in line with local laws and regulations. Not doing so can result in legal and financial issues, which can have a negative effect on the company’s reputation.
Second, companies should prioritize the engagement of their customers. By understanding and responding to their needs and preferences, companies can build trust and loyalty, which can have a positive effect on their business.
Finally, companies should always strive to operate by doing the right thing. Even if the decision might not be popular with customers, companies should be mindful of their long-term sustainability and always strive to make decisions that will benefit them in the long run.
Is Starbucks doing anything to Repair their relationship with the US Marines?
In the aftermath of the incident, Starbucks has taken several steps in order to improve the relationship with the US Marines.
The first thing they did was to apologize to the men and women of the US Marine Corps and make it clear that the decision was never intended to insult their values or disrespect the armed forces.
Second, Starbucks has committed to providing better customer service for military personnel. They announced a new program that will ensure that military personnel will always receive better service from Starbucks.
Third, the company has set up a special fund to support US military personnel and veteran organizations. This fund will be used to improve the lives of US veterans and their families through grants and scholarships.
Finally, Starbucks has promised to make coffee deliveries to any US military base in case the request is approved by the personnel in charge.
What other Companies have Done to Improve their Relationship with the Military?
Various companies have taken steps to improve their relationships with the US military.
Walmart, a well-known retail giant, has provided job opportunities to US military personnel, veterans, and their families. The company also helps to provide resources to eligible veterans through their Military Family Promise program.
Apple has also announced a new program to help its veteran employees transition between military and civilian roles. The program includes job training, educational opportunities, and access to mental health resources.
Microsoft has partnered with the US Army to develop software and apps for its personnel. The tech giant has also created a special fund to help veterans gain access to college education and other resources.
Google has also designed a special program for US veterans. The program offers career guidance and mentoring, as well as help to start a business or apply to school.
