NOM, the National Organization For Marriage, has had a long-term plan to “Dump Starbucks” since 2007, and has been directly attacking the coffee retailing giant with a formal campaign since this year. In fact, on several occasions, NOM has declared victory over Starbucks (NASDAQ:SBUX), in large part because they’re unable to read stock data effectively.
Back in March, NOM launched “Dump Starbucks,” claiming, falsely, “On January 12th, 2012, Starbucks issued a memorandum declaring that same-sex marriage ‘is core to who we are and what we value as a company’.”
Of course, NOM twisted Starbucks’ words.
As The New Civil Rights Movement reported in March:
Here are Starbucks’ actual words, in a January letter to employees:
Starbucks is proud to join other leading Northwest employers in support of Washington State legislation recognizing marriage equality for same-sex couples. Starbucks strives to create a company culture that puts our partners first, and our company has a lengthy history of leading and supporting policies that promote equality and inclusion.
This important legislation is aligned with Starbucks business practices and upholds our belief in the equal treatment of partners. It is core to who we are and what we value as a company.
In July, Jonathan Baker, director of the Corporate Fairness Project for NOM claimed their “Dump Starbucks” campaign was partly responsible for a $1.4 billion drop in Starbucks’ stock market value.
And now, today, The New York Times reports, “the world’s biggest coffee company [is] planning to add at least 1,500 cafes in the U.S. over the next five years.”
In an interview ahead of its investor day, CEO Howard Schultz said the U.S. expansion plans are based “on the current strength of our business”
Just a few months ago, the company had predicted it would open just 1,000 new cafes in the country over the next five years.
NOM, who lost every marriage vote they entered into this year — including four historic marriage ballot initiatives — is seeing themsleves fade quickly into irrelevancy, and their secret donors, widely believed to be the Mormon Church and the Vatican, can continue to pour millions into the failed entity — or accept reality and give that money to the poor.
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