The Stranger has obtained the following internal document, in which Starbucks CEO Howard Schultz explains the misunderstanding that led to the #racetogether controversy, from an anonymous source within the Starbucks organization:
URGENT MEMORANDUM
FROM: Howard Schultz, CEO
TO: Marketing, Promotions, Legal
RE: #racetogetherGuys, guys, guys. Let’s walk this back.
This whole crazy thing is all a biiiiig misunderstanding. Sure, we’re taking some hits in the press—we’ve been there before, and it is what it is—but that’s not what bothers me. What bothers me is that so many people have gotten the wrong idea about a terrific campaign, and all because of a simple typo. Let me explain.
It’s not “Race Together” (what does that even mean?) It’s Race to Get Her. Her, as in our iconic mermaid, the beloved icon of this company since its inception. The “race” in question is a combination scavenger hunt/5K fun run that invites coffee-loving customers of all ages, ethnicities, genders, and body types from all over the world to dash from Starbucks store to Starbucks store on one particular day (TBD) in search of the great green lady herself, who will be lounging in a specially designed hot tub in one location in each region. (Note, the mermaid will be portrayed by a different actress/celebrity in each town—their identities are TBD, but just to give you an example, we’ve reached out to everyone from 2014 Bachelorette star Andi Dorfman to former secretary of state Madeleine Albright to the heroic women of Pussy Riot.) Winners receive prizes, gift cards, maybe a date with the mermaid, etc.
In other words: a million dollar idea. Wait, did I say million? Pardon me: billion.
And now, all this.
Look. Listen. Don’t worry. Easy mistake to make. No spaces in hashtags. Plus our fantastic company’s famous commitment to diversity. I get it. (The funny thing is this whole campaign came about as a result of my personal pledge to First Lady Michelle Obama to do something about childhood obesity. Did I say funny? Pardon me: tragic.) But let’s look on the bright side: After the dust settles, we’re going to be perfectly positioned to launch this campaign with the kind of fervor we haven’t seen around here since we introduced La Boulange to a hungry—and may I say thoroughly impressed—public.
We took a hit. We’ve taken them before. It’s time to get up off the mat, wipe away the mud, and get back to what we do best: inspiring and nurturing the human spirit—one person, one cup, and one fun run at a time.
Flat White 4 Lyfe,
HS
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