LONDON: Starbucks has begun a charitable initiative called “Suspended Coffee,” which allows customers to buy a coffee and then reserve one for the homeless.
The move comes as Starbucks seeks to improve its CSR credentials in light of last year's controversy about the coffee chain's tax avoidance in the UK.
“Coming soon, when a customer buys a Suspended Coffee, we will provide coffee to that value to our long-standing community charity partner Oasis, which will distribute it through community hubs across the UK,” said Ian Cranna, VP of marketing at Starbucks UK.
The Suspended Coffee initiative was pioneered in Naples, Italy, and designed to give coffee drinkers the opportunity to make a charitable donation by reserving a coffee for those unable to afford to buy a drink.
Starbucks has developed its own version of the initiative, and the coffee chain will match the value of each Suspended Coffee with a cash donation to the Oasis charity.
Cranna added that the campaign "will provide warmth and comfort for those looking for food or a hot cup of coffee.”
This story originally appeared on the website of Marketing, the sister publication of PRWeek at Haymarket Media.