Is Starbucks' Brand Taking a Hit Due to Refugee Hiring Plan?
A recent survey by YouGov Brand Index shows that coffee chain Starbucks' brand perception may have taken a hit after its CEO announced plans to hire thousands of refugees.
In January, Howard Schultz said his Washington state-based eatery will hire 10,000 refugees in what was seen by many as a response to President Trump's executive ban on travel from several nations.
Starbucks' "buzz" score dropped from about 12 to five over the past 30 days, according to YouGov data.
Prior to Schultz' announcement, 30 percent of consumers said they'd visit Starbucks for their next coffee run.
The most recent tally shows 24 percent would do so today.
According to Restaurant News, YouGov polls nearly 5,000 people each weekday to determine its brand perception score.