Here’s How Starbucks Is Marketing Today’s Training Shutdown
Starbucks, as you might have heard, is closing thousands of shops Tuesday afternoon for several hours of race, bias and inclusion training. The coffee chain is doing something else on Tuesday, too: A catch-all full-page ad in both The New York Times and the Philadelphia Inquirer, created internally, explaining why it's temporarily closing and its corporate philosophy, and thanking its partners and customers.
The company is also making sure no one mistakes a shuttered Starbucks for, well, a shuttered Starbucks via Twitter and its website's homepage, which has a "we'll see you tomorrow" message in white all caps on the signature green background.
The reason for the shutdown was an incident on April 12 when a Starbucks manager in Philadelphia called the police because two black men, Rashon Nelson and Donte Robinson, were sitting at a table and had yet to order. (They were waiting for a friend.) They were arrested and the incident went viral. Starbucks soon announced that it planned to shut down for an afternoon to train more than 175,000 "partners" (the company's lingo for employees). Some have summed up the idea behind the Tuesday session as, basically, a crash course in how not to be racist.
Read the full Ad Age article, here.
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