Starbucks announced a new plan of hiring 25,000 veterans and military spouses by 2025.

In its announcement Wednesday, the coffee chain highlighted that it has already reached its goal - set in 2013 - of hiring 10,000 veterans and military spouses within five years.

Starbucks has now expanded its total commitment by 15,000.

"The numbers don't tell the story. The story is the unbelievable heart, conscience, integrity, leadership skills of the people that we have been fortunate enough to bring into our company," said Howard Schultz, Starbucks CEO and chairman.

The company has reaffirmed a separate commitment to hire thousands of refugees, which was announced after President Donald Trump's original executive order banning travel from seven Muslim-majority nations.

That caused a backlash against the company, with financial analysts warning earlier this month that the "brand sentiment" had suffered since the announcement. 

The refugee plan, seen by critics as political, prompted calls for the company to instead focus on hiring veterans.

Evan Hafer, an Army Special Forces veteran and CEO of the veteran-owned Black Rifle Coffee, said on "Fox & Friends" last month that he was looking to hire 10,000 veterans.

"Hiring vets is not PR for me; it's who we are," Hafer said.

Watch that interview below.


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