Consumer confidence in Starbucks has taken a significant plunge after the company’s January announcement that it plans to hire at least 10,000 refugees at locations in the United States and other countries, according to a report by Reuters released on Thursday.
As measured by YouGov’s BrandIndex Buzz score, the coffee chain’s consumer perception level took a massive hit after the anti-Trump themed announcement, falling from 12 to 4 from January 29th to February 13th.
See the chart below for the near-disastrous trend.
YouGov has also noted that although 30% of consumers surveyed in January said they would consider patronizing Starbucks with their next coffee purchase, that number also took a dive in February and now stands at 26%.
Supporters of President Trump and the Trump administration’s efforts to pause immigration for Syrian refugees have boycotted Starbucks in recent weeks, encouraging coffee drinkers to support Dunkin’ Donuts instead.
Neither Starbucks nor Dunkin’ Donuts representatives have chosen to comment on political implications of the anti-Starbucks trend.