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# Starbucks Mea Culpa

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<!-- video src="https://cdn.jwplayer.com/manifests/oUDIA3nH.m3u8" -->
## Video: Starbucks Mea Culpa

[Watch (HLS stream): Starbucks Mea Culpa](https://cdn.jwplayer.com/manifests/oUDIA3nH.m3u8) (3:02)

![Starbucks Mea Culpa](https://cdn.jwplayer.com/v2/media/oUDIA3nH/poster.jpg?width=720)

_Published 2018-04-25. Fortune analyzes if Starbucks' racial bias training is anything more than a PR stunt._


---

Jul 27, 2023 11:51 PM UTC

---

## More From This Series

[All Videos](https://time.com/video/)

[Starbucks Executive Chairman Defends Decision To Close Stores For Racial Bias Training](/video/tj1eCdo2/)

### Starbucks Executive Chairman Defends Decision To Close Stores For Racial Bias Training

[Every Starbucks in the U.S. Is Closed This Afternoon. Here’s Why](/video/3ihBd1CN/)

### Every Starbucks in the U.S. Is Closed This Afternoon. Here’s Why

[The Starbucks Effect](/video/RUCsErEZ/)

### The Starbucks Effect

---


## Transcript

[ MUSIC ] Starbucks CEO Kevin Johnson has been on an apology tour after two black man were removed from a Philadelphia location after an employee alerted local police A video captured by another customer showed the two men who had not purchased anything quietly seated waiting for a friend before police handcuffed and escorted them off the premises. Collective online outrage has held the company and its CEO accountable for the incident with customers threatening a boycott. Now this is not the first time the company has gotten into hot water over discrimination. Just days after the Philadelphia arrest a video emerged of a black man being denied access to a California location's bathroom while a white man was provided an entry code.

Neither of the men were paying customers. However, in contrast to that company's past, Johnson has set a new tone for Starbucks. Doubling down on personal and corporate accountability. He shared this with Good Morning America. I personally apologized to the two gentlemen that visited our store. And certainly it's my responsibility to understand and happened and what lead to that. And ensure that we fix it. And now the company will close all company owned stores for the afternoon on May 29th for Racial Biased Education Day. But will it work? The news set the internet aflutter with memes. And has Johnson's apology tour actually been effective in sustaining good will amongst customers threatening a boycott?

Fortune senior writer, Beth Kowitt, shares her thoughts. So I think no one really believes that you're gonna be able to tackle centuries of racism in this country in an afternoon. I think Starbucks would acknowledge that much as well. And they've said this is a first step. And this is a PR move, for sure, but I actually think that it's smart and helpful to at least To at least start the conversation and I think, I really do think that is what they are trying to do here. We are seeing with Kevin Johnson that this is kind of the first real test of his leadership. In terms of the sort of social issue, and I think he is signalling that he is going to follow the same path as Howard Schultz here, and really.

take these issues on. One thing that is really key is that you see the emotion of both Kevin Johnson, the CEO, and Howard Schultz, the chairman. And Kevin Johnson sort of tearing up talking about it, that is real. You can actually see real emotion there Howard Schultz saying he is embarrassed and ashamed. And these are pretty powerful statements from leaders of a company. [ MUSIC ] Whether the company can address it's systemic failures is to be determined, but thanks to customers who double as citizen journalists, Starbucks is aware of the critical lapses that may have fallen under the radar in prevoius years.

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