Starbucks – Crisis Communication & Racial Bias Response
Introduction: In April 2018, two Black men were arrested at a Philadelphia Starbucks after a store manager called police, prompting national protests over racial profiling. This article explains Starbucks' crisis communication response as documented in public sources: the company's initial statements, CEO Kevin Johnson's apology and personal outreach, the decision to close more than 8,000 U.S. stores on May 29 for racial-bias training, and the settlement with the men. All details are drawn from verified references.
The incident and immediate response
On April 12, 2018, two men were arrested in a Philadelphia Starbucks location after a manager claimed the two were trespassing. The arrests led to protests due to their apparently racially motivated nature. CEO Kevin Johnson later apologized for the incident, and the company declined to press charges. The initial corporate response was a general statement acknowledging the situation and promising a policy review, but it did not mention concerns about racial bias. Later that day, Johnson issued a longer statement describing the outcome as reprehensible and reaffirming the company's opposition to discrimination and racial profiling. He also released a video in which he took personal ownership for the incident. Johnson traveled to Pennsylvania to meet with the two men and offer a face-to-face apology. In May, the company reached a financial settlement with the pair for an undisclosed amount of money and a promise to help them complete their bachelor's degrees through the company's employee tuition assistance program.
- Acknowledge quickly: Move from general statements to specific, sincere messaging.
- Take ownership: CEO delivered personal apology via video and in-person meeting.
- Resolve directly: Settlement included educational support, not just financial terms.
Systemic response and bias training
Following the incident, Starbucks announced it would close some 8,000 locations on May 29 for a seminar about racial bias in order to prevent future events similar to those that occurred in Philadelphia. On May 29, Starbucks closed more than 8,000 U.S. stores for an afternoon of racial bias training for 175,000 employees. The move was expected to cost $12 million and came after the April 12 incident when the two Black men were arrested after asking to use a Philadelphia Starbucks restroom without making a purchase. Communication experts noted that while a single afternoon was unlikely to eradicate unconscious bias, the decision changed the discussion from what an employee did to how the company could learn and change. The response highlighted the importance of swift, specific, and sincere communication in the social media age. Starbucks' brand is built around stores serving as a third place for community, making inclusivity central to its identity. The company indicated the training was part of a broader review of policies and practices to ensure stores feel safe and welcoming.
- Act visibly: Nationwide store closure signaled priority over routine operations.
- Train at scale: Afternoon session reached 175,000 employees across company-owned stores.
- Frame as learning: Shifted narrative from individual fault to organizational responsibility.