Starbucks ends writing about race on cups

Kaja Whitehouse | USA TODAY

Show Caption Hide Caption Starbucks launches #RaceTogether to tackle racism Starbucks and USA TODAY are partnering together on a new initiative called #RaceTogether, engaging customers in conversations about race.

Starbucks CEO Howard Schultz sent out a letter reminding stores that Sunday is the last day baristas will be writing about race on cups, ending the first -- and controversial -- phase of the coffee company's Race Together initiative.

Earlier this month, Starbucks baristas were given the option of writing the words "Race Together" on customer cups to encourage conversation on racial issues.

That phase of the program, which has drawn criticism for being opportunistic and naive, had long been planned to end Sunday.

Despite the early difficulties, Starbucks plans to move forward with "a number of planned Race Together activities in the weeks and months to come," Schultz said in the letter. Among the planned activities are: Three more special sections co-produced with USA TODAY; plans to expand its store footprint in urban communities; and plans to hire 10,000 "opportunity youth" over the next three years, Schultz said.

Schultz acknowledged the criticism in his letter.

"While there has been criticism of the initiative – and I know this hasn't been easy for any of you – let me assure you that we didn't expect universal praise," he said.

"We leaned in because we believed that starting this dialogue is what matters most. We are learning a lot," he said.