From http://goo.gl/16vSvG
The CEO of Starbucks, Howard Schultz, released on September 17th, 2013, an open letter “requesting that customers no longer bring firearms into [Starbuck’s] stores or outdoor seating areas”. Starbucks has been home to many pro-gun advocates in the United States; in fact, the annual Starbucks Appreciation Day is an event organized by gun activist groups, where they would demonstrate their appreciation to Starbucks for an “open carry” policy.
Despite the increased sales and publicity on Starbucks Appreciation Day, Mr.Schultz mentioned in the letter that Starbucks wishes for the event to stop.
The decision to condemn open-carriers of guns is a brilliant business move. Starbucks brands itself as an ethical company, advertising its “responsibly grown coffee” and advocating fair trade. This management decision further strengthens Starbucks’ image as “the good guy”. Also, if doing a cost-benefit analysis considering pro-gun or anti-gun stakeholders, it would be more beneficial to lose pro-gun customers than anti-gun activists. Even though pro-gun activists may be loyal, it is a relatively small demographic and Starbucks would not want gun activists to be associated with their brand. I am actually very surprised at the fact that Starbucks never addressed this issue until recently.
Source: http://www.starbucks.com/blog/an-open-letter-from-howard-schultz/1268