Starbucks drops to lowest consumer-perception level since November 2015

Starbucks has some work to do if it wants to recapture the trust of customers.

The coffee giant dropped to its lowest consumer-perception level since November 2015, according to a YouGov BrandIndex score released this week. YouGov examined the daily consumer perception “buzz score” before and after two black men were forcibly removed from a Starbucks SBUX, -2.06% store in Philadelphia last week.

A video of the two men being handcuffed and removed by at least six police officers from a Philadelphia Starbucks went viral. They were reportedly waiting for a business associate. It sparked outrage on social media, with many people pointing out that Starbucks outlets are often full of people tapping away on their MacBooks AAPL, -4.10% with and without a Starbucks coffee next to them.

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