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Consumers To Starbucks: Just The Coffee, Please

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Earlier this week, Starbucks Corporation (NASDAQ: SBUX) announced it is going to start talking about race with customers in its new "Race Together" campaign. 

At LikeFolio, our analysts can instantly see how real consumers are reacting to things like this.

In the past 24 hours…

  • There were 24,000 tweets about the program versus the normal 4k tweets per day about Starbucks.
  • Most of them came from women.
  • Most came from New York, Delhi, Chicago, London and L.A.
  • Commonly used words in the tweets were "barista", "white people", "racist", "funny" and "backlash."

A vast majority of the tweets were of negative sentiment, which is unusual for Starbucks, as their sentiment scores are generally pretty high.


The Race Together campaign got Starbucks a social volume jump, but not the kind a company wants to have, as it was combined with a sentiment drop of epic proportions.  

The fact that Starbucks intentionally went out of its way to create such an unwelcome campaign (as opposed to your typical scandal) is pretty stunning for a company so revered for its branding and PR prowess.

Based on the consumer reaction, it could be smart for Starbucks to call this race over.

— Andy Swan is the founder of LikeFolio, which searches all of Twitter for important shifts in consumer behavior around the brands owned by publicly-traded companies.

The preceding article is from one of our external contributors. It does not represent the opinion of Benzinga and has not been edited.

Posted-In: Crowdsourcing General


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