With Keurigs being smashed to bits, company CEO sends out apology memo, but it’s not to who you think

With conservative Americans smashing the company’s coffee machines to bits and pieces, Keurig CEO Bob Gamgort apologized to his employees over the way a decision to “pause” its advertising on Sean Hannity’s Fox News show was handled, saying the use of social media was “outside of company protocols.”

In a memo to employees obtained by The Washington Post reporter Erik Wemple and shared online, Gamgort said “the decision to publicly communicate our programming decision via our Twitter account was highly unusual.”

“This gave the appearance of ‘taking sides’ in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent,” wrote Gamgort.

Part of the memo to employees:

Keurig Statement

The coffee brewing company caved to pressure from progressive group Media Matters For America and removed its ads from Hannity’s show when he interviewed Alabama Republican senate nominee Roy Moore.

Hannity fans responded to Keurig surrendering to the demands of the George Soros-funded media group by posting videos of themselves smashing the coffee machines.

Hannity egged them on, announcing a coffee-maker giveaway Monday. “Deplorable friends, I am buying 500 coffee makers tomorrow to give away!!” he tweeted. “Details on radio and TV. Hint; best videos!!”

The hilarious act was quickly becoming a trend when Gamgort felt it was necessary to address the issue with the company’s employees.

But, again, with the focus being on the decision to communicate that they caved.

“Clearly, this is an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happen again,” Gamgort said in the statement. “Our company and brand reputations are too valuable to be put at risk in this manner.”

“The nature of social media and the internet news environment is that stories like this explode, and generally do not disappear quickly.”

And the impact was enough to bring the CEO to apologize to employees.

“I apologize for any negativity that you have experienced as a result of this situation and assure you that we will learn and improve going forward,” Gamgort concluded.

Make no mistake about it, social media has changed the way America does business and companies are scrambling to catch up.


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