Writings on Starbucks Cup Upsets Customer

Controversy is brewing around a religious quote printed on a Starbucks cup, which has turned at least one customer off from the brand.

An Ohio woman was offended by one of hundreds of comments submitted by customers and celebrities that appear on the cups as part of Starbuck’s The Way I See It program. The program is meant to spark discussion and get people thinking about a variety of topics, including religion, the company said.

The offending quote reads, “Why in moments of crisis do we ask God for strength and help? As cognitive beings, why would we ask something that may well be a figment of our imaginations for guidance? Why not search inside ourselves for the power to overcome? After all, we are strong enough to cause most of the catastrophes we need to endure.”

The comment was made by Bill Scheel, a Starbucks customer from London, Ontario, who describes himself as a “modern day nobody.”

The Ohio woman, Michelle Incanno, told news outlets that she would not return to Starbucks.

Starbucks has been printing comments from celebrities, notable figures and customers on its cups since 2005. It has collected more than 250 writings since the initiative launched. By yearend, the company expects to feature about 300 different comments.

“Our goal with The Way I See It is to promote a free and open exchange of ideas and thoughts on a wide variety of topics,” Starbucks spokesperson Tricia Moriarty said. “We think this tradition of dialogue and discussion is an important facet of the coffeehouse experience.”

The fact that Scheel’s comments are sparking dialogue “is the original intent of the program,” she added.

A disclaimer on Starbucks.com/WayISeeIt says the authors’ opinions do not necessary reflect those of the company.

“Starbucks frequently receives feedback on many of the quotes as people express their thoughts and views on the different quotes and contributors,” Moriarty said. “We highly value all of our customers and never wish to offend anyone. The objective of the program is to encourage open and thoughtful discussion.”

This particular quote may have gained a head of steam because numerous media outlets picked up on it.

Despite the negative feedback, Starbucks has no plans to remove any of the writings from its cups, Moriarty said.

Only a few comments cover religion. But those that do have different points of view, Moriarty said.

For instance, musician Mike Doughty, wrote, “It’s tragic that extremists co-opt the notion of God, and that hipsters and artists reject spirituality out of hand. I don’t have a fixed idea of God. But I feel that it’s us—the messed-up, the half-crazy, the burning, the questing—that need God, a lot more than the goody-two-shoes do.”

Others have a humorous tone. A quote from Joseph Palm, a Starbucks customer from Oshkosh, Wisconsin, said, “Scientists tell us we only use 5% of our brains. But if they only used 5% of their brains to reach that conclusion, then why should we believe them?”

Customers can share their thoughts about the cups or submit a quote of their own to Starbucks.com/Retail/TheWayISeeIt_Comments.asp. Starbucks said its posts responses on its letters to the editors section on the Web site.