Bryghtpath released an article to discuss “Lessons in Crisis Communication,” based on an incident that occurred at a Starbucks and the subsequent steps the company took to mediate and correct the issue. It serves as an important case study for crisis communication that brands across the world to learn from.
The incident involved the arrest of two black men who were meeting in a Starbucks and sparked protests and calls for a boycott of the entire brand. The article highlights that the company “handled a serious PR issue with compassion and aplomb,” meaning that they were sincere and unwavering in their stance about their mistakes. They took accountability.
In 2018 at a Starbucks in Philadelphia, Rashon Nelson and Donte Robinson met up to discuss their real estate enterprise. When Nelson asked to use the restroom the manager answered that they were for “paying customers only.” This was followed by police officers showing up, asking them to leave and ultimately both Nelson and Robinson were “arrested on charges of trespassing and spent several hours in police custody,” according to Bryghtpath.
Patrons of Starbucks and witnesses to this injustice pictured, filmed, and voiced that the treatment of these men was uncalled for, which led to the incident going viral on social media.
Photo by TR
This event can be seen as linked to America’s long history of exploitation and subjugation of black people. A 2021 NPR article found that “since 2015, police officers have fatally shot at least 135 unarmed Black men and women nationwide.” This 2018 Starbucks arrest sits starkly in between these killings and reminds us of how much more escalated this situation could have been, but also demonstrates why this incident is so problematic. Situations like this happen every day and are all tied to a larger systematic oppression. The public outcry for a brand to take responsibility for this occurring in their establishment is therefore part of a bigger picture; it’s a call to action and a call for change.
Starbucks responded immediately with a comprehensive crisis communication plan. It included a swift announcement of an investigation, an apology, policy changes, and ultimately commitment to diversity and inclusion across their organization. Kevin Johnson, the CEO of Starbucks, publicly announced that they would be conducting their own internal investigation and that they would work to correct the issue.
His immediate response offers important lessons for other companies on how to handle a crisis and maintain consumer trust and loyalty. A prompt apology, acknowledgment, and statement of wanting to correct the problem is probably the best way to address the public after such a controversy. Silence in any matter could be taken as a company trying to diminish the issue or not take responsibility.
Global brands can use this instance to develop a crisis communication plan in order to be as prepared as possible. Further, companies should be committed to transparency, authenticity, and fostering diversity and inclusion to stay ahead of the curve on public opinion.
The Starbucks incident highlights how brands effectively navigate crises while emerging stronger and more resilient.