Starbucks made waves last week when CEO Howard Schultz announced his company’s intention to give preferential treatment in hiring 10,000 refugees over the next five years, making unemployed Americans, including veterans, an afterthought.
Social media exploded in outrage immediately after, vowing to #BoycottStarbucks for making a political statement with their coffee company.
The news pushed another coffee company to respond — and Black Rifle Coffee has vowed to pick up the slack. Their CEO, Evan Hafer, is promising to hire 10,000 American veterans in response.
The coffee company, which is veteran-owned and veteran-operated, also has pledges from 17 other companies to join the effort to hire unemployed — or underemployed — U.S. veterans.
“These are real domestic issues … and we have the opportunity to vote every day with our dollar,” Hafer said in a previous appearance on Fox Business. “Let’s use that dollar to vote for a veteran-owned, veteran-operated, conservative companies.”
Meanwhile, Starbucks announced two weeks ago that they were revising 2017 revenue projections based on declining traffic to their U.S. store locations. While the revised projections happened right before the announced conservative boycott, experts worry the public backlash could be further hurting their business.