Starbucks Pays it Forward – Sort Of

Supended Coffee

The idea was born in Italy, a goodwill gesture to those people who can’t afford a hot drink or a meal and an easy and effective way for people to donate to a worthy cause.

One person buys two coffees, takes one. The second coffee can be claimed later by someone short on funds.

The movement is gathering speed in the world of twitter, almost 55,000 people on a single day have been ‘talking’ about the concept and the hashtag #suspendedcoffee has been trending.

This is what has prompted the super-giant coffee house to take part in varying forms across the world. They have been pressured by an ever younger audience that is increasingly more aware of social issues and care if their brands have ethics and a conscience.

That and it is an attempt at a political statement in Washington.

It is not as simple as a free beverage for someone who needs it.

From today to Friday only, in Washington, if a customer buys their favourite latte or Frappuccino then they receive a free coffee, to do with as they see fit.

CEO of Starbucks Howard Schultz has stated that he hopes this attempt at charity will inspire customers, and the politicians currently trapped in gridlock and end the federal shut-down.

Now that seems like a tall order.

This idea does help customers connect with each other, whilst the opposing political parties seem unable to do so. This offer is a method of self-promotion though; an attempt to deflect some of the heat the company is under fire again after paying marginal corporation tax in the UK. It has made more than 1.2 billion in the last 3 years and ‘promises’ to make a 20 million dollar payment to HMRC.

So yes, they can afford to let customers buy each other a coffee or two, 3 days out of the week.

However the idea also seems to be that Starbucks will donate the proceedings in the UK, to its own charity partner Oasis, who will then distribute the coffee to its centres for the homeless in the UK.

Will it end political bickering in America?

Probably not, in all honesty we don’t think coffee holds that sort of power…yet.

Is it a nice thing to do?

Definitely.

Is it nice enough, for Starbucks?

Well, we’ll let you decide that.