Shortly after Starbucks CEO Howard Schultz penned a letter in which he promised to hire 10,000 refugees over the next five years in the aftermath of Trump’s immigration executive order, a veteran-run coffee company has issued a rejoinder to Starbucks, promising to hire 10,000 veterans itself according to Fox News.
Black Rifle Coffee Company, or BRCC, which describes itself as a “premium small-batch, roast to order, veteran owned and operated coffee company” responded to Starbucks – or “Hipsterbucks” as they call the global coffee chain – announcing a pledge via Instagram to hire 10,000 veterans. This is what CEO Evan Hafer tweeted on Wednesday.
— Black Rifle Coffee (@blckriflecoffee) February 1, 2017
The company’s announcement was greeted on Twitter, especially by those who viewed Starbucks’ announcement as hypocritical: