We love Starbucks… and not just because of their coffee!

Posted on Nov 11, 2014 · 3 min read

Yesterday when I stopped to get my chai tea latte at Starbucks, I noticed this very
patriotically themed stand next to the register. In honor of Veterans Day, Starbucks was donating to Onward Veterans for every purchase of the book “For Love of Country” or a special edition veterans Starbucks gift card. For those of you who don’t know, Onward Veterans is an initiative to support and empower veterans and their families as they transition to civilian life. I was so glad to see that even a few of the customers that were standing in line with me had picked up the book to purchase it. Since the SheerID team works with veterans every day, I was intrigued about Starbucks support of veterans and purchase a Love of Country Starbucks carddecided to research it a little more.

For many years now, Starbucks has been giving out a free, tall brewed coffee to all U.S. military veterans and active duty service members, as well as their spouses on Veterans Day. Offering a small token of appreciation to their customers has allowed Starbucks to create a positive image within the military community. In fact, 94% of present and past military members say that they are more likely to notice a company when they are military friendly and will continue to have a positive impression of that company.

This year, Starbucks decided to go even further with honoring Veterans Day through an exclusive event. At 4 pm Pacific Time on November 11, HBO, Starbucks, and Chase are presenting “The Concert for Valor” in honor of America’s Veterans. Artists such as Bruce Springsteen, Carrie Underwood, Eminem, Jennifer Hudson, Rihanna, Jessie J, The Black Keys, Zac Brown Band, Metallica, and Dave Grohl will be performing during this concert. The Concert for Valor was designed in order to bring artists, celebrities and millions of Americans together to honor the courage and sacrifice of veterans, active duty service members, and their families. And for those lucky enough to live in D.C. the concert is absolutely free to attend. It will also be aired live on HBO and available to stream through iHeartRadio. Pretty awesome, right?

While you might only be aware of Starbucks honoring veterans and their families on Veterans Day, it is a little-known fact that Starbucks is dedicated to employing veterans and military spouses across their global business. On November 2013, Starbucks announced their initiative to support the military community by not only hiring at least 10,000 veterans and spouses by the end of 2018, but also through providing support to the communities where they live, work and play.

In a recent interview Starbucks CEO, Howard Schultz, talked to USA Today about Starbucks commitment to supporting veterans. This is what he had to say:

Veterans Day 2014 may be coming to an end, but there are many Veterans Day celebrations to come. I am not only excited to see what Starbucks will do in the future to honor Veterans, but I’m also looking forward to more companies following in their footsteps.

Happy Veterans Day, and thank you to those who have sacrificed so much in order to serve our country.


Photo credit: Flickr user N i c o l a

Madeline Boehmer by Madeline Boehmer