Arresting two unnamed black men April12 at a Starbucks in city center Philadelphia for disruptive behavior and failing to leave the premises, Starbuck’s CEO Kevin Johnson apologized profusely, knowing the PR damage to company. Calling the arrest incident a “reprehensible outcome,” Johnson seemed to agree that some type of racial profiling took place. Starbucks “stands firmly against discrimination and racial profiling,” said Johnson, essentially admitting the Philadelphia Police Department overreacted to the incident. What the two men said to the officers is anyone’s guess but chances are words were exchanged. Protesting outside the Starbucks today, Rev. Jeffrey Jordan led crowd chanting, “I am somebody, and I demand equality now,” putting the onus on the Philadelphia police department. Rev. Jordan mentioned nothing about the two men’s refusal to heed officers’ requests.
Turning the matter into an act of discrimination by Starbucks and another case of police brutality, Jordan pandered to the prevailing climate of distrust between the black community, business and law enforcement. Video footage clearly show the two men engaged in disruptive behavior, refusing to leave the premised when asked by Starbuck’s manager. “It is a shame that [in] the year 2018 we’re still putting up with this mess,” said Jordan, concluding this was another case of racism and police brutality. “This country was built on the backs of black and brown people and now Starbucks is going to treat us like we’re second class,” insisted Jordan. Jordan sweeps the broad brush of racism but doesn’t deal with basic facts related to disruptive and uncooperative guests, whether or not they’re paying customers. With Johnson raising discrimination, it opened the door to racial issues.
Admitting that the manager “is no longer at that store,” Starbucks didn’t say whether or not the employee faced disciplinary action. Based on the video of the April 12 incident, it’s difficult to say what prompted the officers to handcuff and arrest the two men. “What happened to those two gentlemen was wrong,” said Johnson. “My responsibility is to look not only to that individual more broadly at the circumstances that set that up just to ensure that never happens again,” Johnson told ABC’s Robin Roberts, blaming Starbucks.. “These officers did absolutely nothing wrong. They followed policy; they did what they were supposed to do. They were professional in all their dealings with these gentlemen,” said Commissioner Richard Ross. Arrests were made only after the two men refused to leave Starbucks. As unpaid customers, the two men were denied the use of the restroom per Starbuck’s policy.
Based on video evidence and the arresting officers reports, it was not a case of racial discrimination as suggested by Starbuck’s CEO but a matter of two uncooperative guests refusing to follow Starbuck staff’s instruction to leave the premises. Johnson made it difficult for law enforcement to get due process, essentially agreeing that some sort of racial discrimination went on. Starbuck’s Chief Operation Officer, Rosalind Brewer, talked about the company’s “unconscious bias” training for managers, agreeing with Johnson’s admission to racial issues. Brewer called the incident a “teachable moment for all of us,” making it easy for Atty. Lauren Wimmer who represents both men arrested April 12. Starbuck’s rush to judgment against its own institutions indicates the fear over damaging Starbuck’s brand outweighs getting all the facts in place before passing judgment.
No corporation voluntarily works against its own self-interests, unless it’s a calculated decision. “It would be easy for us [Starbucks] to say that this was a one-employee situation, but I have to tell you, it’s time for us to, myself included, take personal responsibility here and do the best that we can to make sure we do everything we can,” Brewer told NPR. Both men were released from police custody Friday, April 13, according to Benjamin Waxman, spokesman for Philadelphia District Atty. Larry Krisner. “There wasn’t sufficient evidence to charge [the men] with a crime,” said Waxman,. With Starbucks executives agreeing with discrimination and racial profiling, it gives Wimmer a leg up an extracting a hefty settlement from the world’s biggest coffee chain. Johnson believes “it was completely inappropriate to engage the police,” putting the blame on the Starbuck’s manager.
From a corporate point of view, Johnson must do everything possible to minimize damage to Starbuck’s brand. Rushing to judgment against a Starbuck’s manager tosses its key employee under the bus before letting the facts speak for themselves. Johnson made an executive decision to deal with the damage control, looking to end the crisis rather give the situation more time to play out. Johnson figures it was better to apologize, blame his manager and work feverishly to stop the anti-Starbucks protests giving rise to more bad publicity. Whether Starbucks likes to call itself a community meeting place or not, it’s still a private, proprietary business. When asked to leave a private business by the police, customers must heed police instructions or face arrest. Practically admitting that its manager engaged in racial discrimination, Johnson rushed to judgment to save Starbuck’s brand.
