I applaud this Black Rifle Coffee for pledging to hire 10,000 veterans. However, to do it in response to Starbucks refugee hiring commitment is disheartening. What was stopping them before? Starbucks pledged in 2013 to hire 10,000 vets and mil spouses. Since then they have hired more than 8,000. You can support our troops and support refugees. They don’t cancel each other out.
In the case of Starbucks, if I purchased their overpriced crap before, I would no longer. These companies jumping on the liberal train for cheap labor will only learn if we put pressure on them. It’s up to you to send a message and hit them in the wallet.
As Starbucks positions itself with a systematic decision to hire 10,000 Syrian refugees, Black Rifle Coffee Company (BRCC) and much of America asks why? While their attempts to capitalize on the veteran community have fallen grossly short, is it time now to make a puppet out of the very cultural diversity that founded this country for mere profit over security?
Let’s be clear; the “American Dream” knows no prejudice against race, color, or ethnicity. It knows hard work. BRCC is welcoming 10,000 veterans to seek employment, training and or aid through them directly, as Starbucks has failed the military community in the hiring space.
Founded in 2014 by CEO and former Green Beret Evan Hafer, BRCC was built upon the mission to provide a high-quality, roast-to-order, coffee to the pro-2A and veteran communities.
BRCC has consistently grown well over 700% since roasting their first batch of coffee just two years ago. Plans are in the works to open over 100 brick and mortar stores in the next three years and 500 in six years. Currently, the BRCC compound rests on 3.3 acres in downtown Salt Lake City and is already building an infrastructure for expansion.
While irate Starbucks patrons have been trading in their gift cards for cash at stores across the nation all week over this controversy, BRCC made a formal announcement on Instagram encouraging veterans to apply for future positions with their company by way of email to [email protected].
Starbucks botched their announcement big time. They made it sound like they are giving preferential hiring to refugees in place of everyone else. Who does their PR these days?
Black Coffee Rifle should compete against Starbucks. Open up right in front of all there stores and let’s see what happens. Have veteran owned shops. Have each store in each city and or state commemorating each of the fallen “Heroes”, a living Memoriam for all of our fallen heroes. I’m sure it’ll be a big hit. Good for Veterans opening a new small business hiring veterans.
What do you think of Black Rifle Coffee’s news?
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