Memo (2)

To: Ms. Audrey Lincoff, Vice President for Corporate Communications From: Justin Benedict, Starbucks Communication Manager Re: Case Status Memo: Public Breastfeeding Date: 1/26/17 The current situation involving breast feeding in our stores has recently come to my attention.

This situation threatens the goodwill and company culture that we have worked so hard to cultivate. We must now analyze this situation, the factors which caused it, the elements at play, and how we should proceed both internally and externally to minimize damages and ensure that a similar situation doesn’t happen in the future.

The event which set in motion the activism backlash and associated negative PR transpired in 2004 when the entry level employee asked Ms. Lorig Charkoudian, who was breastfeeding her daughter, to cover up or relocate to the bathroom after hearing several complaints.

Charkoudian, an outspoken community activist, has since headed a nationwide activist campaign, staging “nurse-ins” and other public protests to protect their right to breastfeed in public, an act which is permitted by law in 49 states.

The true root of this issue, however, lies in the inconsistent history of breastfeeding at Starbucks. A year after the 2004 incident, in a different state, an employee told a disgruntled customer to either evert their eyes or relocate to a different part of the restaurant. The lack of a clear and concise official policy on breastfeeding in its stores is very troublesome. In addition, Starbucks employees lack the training and support to deal with such an issue. It seems that this situation is reflective of an internal lack of communication and structure from upper management to entry level employees. An effective policy must now be established and corrective internal training and restructuring administered to minimize damages and prevent such an event from happening in the future.

The question then becomes, what should this policy be. It is evident that a policy deferring position to the respective state law will be ineffective, as these laws lack consistency. I recommend that we look to how other organizations have handled this situation and establish a policy that aligns itself with Starbuck’s core values. We also must consider federal and state laws regarding breastfeeding in public, as well as the higher standard of hygiene held by restaurants in the retail space. We must also consider all stakeholders in our company that have been effected by this case and will be effected by our handling of it including: pro and antibreastfeeding customers, breastfeeding activists, Starbucks employees from baristas to upper management, store owners, affiliated business and organizations, external shareholders, and opinionated citizens in the digital space.

If we look to precedents set by other restaurants in the U.S., we can see a large variety of policies and approaches to breastfeeding. While many companies have been in similar situations, where an entry level employee asked a mother to cover up or relocate, most have eventually accommodated the mothers to some degree, offering private areas, or lounges for breastfeeding mothers. Others have begun offering a chair to mothers, so that they may

breastfeed comfortably in the restroom. Many have deferred to that respective state’s laws regarding public breastfeeding, ranging from no restriction to requiring as much discretion as possible. This policy unfortunately would tarnish our corporate culture, as Starbucks thrives on a consistent, accepting, progressive message. As we compare these cases, a couple things become clear. First, no matter the severity of the initial event, the outcome is better for the restaurant if handled quickly, ethically, and publically. And second, that the outcome is better for restaurants that have made internal changes and enacted policies that reflect their core culture and the needs of their employees and customers.

Starbucks is founded on a progressive and innovative culture. Therefore, we must approach this solution in a progressive way. I recommend that an official corporate policy stating that breastfeeding and the like in all Starbucks restaurants be permitted unconditionally as breastfeeding women should not be punished for a natural and healthy act. This clearly communicated policy will take pressure off entry level employees, and benefit all levels of management. In addition, I recommend that we enact a three-phase program. This program will accommodate Charkoudian, breastfeeding activists, anti-breastfeeding customers, and all external shareholders.

In phase one, new top-quality private areas for breastfeeding will be built in major Starbucks locations around the country including the largest Seattle and Portland locations.

In phase two of the program, all other Starbucks locations will have new branded breastfeeding covers built for ease-of-use and comfort. The hope here is that these covers will be so attractive mothers will not only prefer to use them in-store, but will take them with them for the day, promoting Starbucks in the process. These locations will also have top-quality seats in the women’s restroom for breastfeeding purposes.

From the top-down, management will undergo training on how to handle this matter, and a new digital support system will provide baristas with specifically tailored scripts on mobile tablets detailing how to respond to a variety of issues. The Human Resources department will also be retrained on the hiring process and new applications will ask questions specifically to determine how a person’s personal beliefs effect job performance. Finally, every barista in the company will undergo 3 hours of training regarding how to deal with this issue and similar issues, as well as how to operate the digital support system.

Finally, Starbucks will make notable financial contributions to two leading non-profit organizations for breastfeeding and nursing, as well as establish a partnership with Pumpspotting, an app designed for breastfeeding mothers so pin and rate the best locations to nurse. In accordance with the preceding phases, PR efforts should detail this program and take responsibility for any prior inappropriate handling of the situation by any Starbucks employee. I believe that this three-phase program will end all “nurse-ins”, public protests, negative PR, digital backlash and prevent a similar event from happening indefinitely. While this program may seem exacerbating, I believe that if we do not accommodate activists like Charkoudian, this issue will not go away. I hope you will consider this program Ms. Lindcoff and look forward to continuing our tradition of effective, progressive, forward thinking.

Refereces Samakow, J. (n.d.). These Are All The States Where It's Legal To Breastfeed In Public.

Retrieved January 27, 2017, from http://www.huffingtonpost.com/2014/08/01/map-where-its-legal-to-breastfeed-inpublic_n_5637301.html Welcome to pumpspotting, mama. (n.d.). Retrieved January 27, 2017, from http://www.pumpspotting.com/