Opinion

You asked for it! Starbucks VP freaks out when minorities ask HIM race questions

Starbucks asked its baristas to discuss race relations with customers, but when the senior vice president was asked questions about race, he deleted his Twitter account.

Corey DuBrowa, Starbucks’ senior vice president of communications, was predictably inundated with tweets after the idea of having Starbucks employees engage customers in race relations discussions came to light.

The VP, a self-described “dedicated Twitter user,” started by blocking people — then deleted his account altogether.

“My Twitter account was targeted around midnight (Tuesday), and the tweets represented a distraction from the respectful conversation we’re trying to have around Race Together,” he told PR Week.

DuBrowa brought his account back Tuesday night and issued a statement.

“Last night, around midnight, I deleted my Twitter account. I also blocked a handful of Twitter users — given the hostile nature of what I was seeing, it felt like the right thing to do,” he said.

“So no matter how ugly the discussion has been since I shut my account down, I’m reaffirming my belief in the power of meaningful, civil, thoughtful, respectful, open conversation — on Twitter and everywhere else,” DuBrowa added.

“I believe in it personally, and Starbucks believes in it at the core of our company’s values.”

DuBrowa could have the best of intentions, but if he expects his baristas to take the heat, he should be able to as well.

Judging by some of the tweets coming his way after bringing his account back online, DuBrowa may wish he stayed gone.

Related: No, Starbucks, I don’t want a lecture on race with my latte; are you people insane?

Powered by Topple

Carmine Sabia

Comments

Latest Articles