Starbucks Staff to Push for Fiscal Cliff Deal on Coffee Cups

In late 2012, as the US stood on the brink of automatic tax hikes and sweeping spending cuts—the so-called fiscal cliff—Washington was deadlocked. With negotiations stalled after the Christmas break, all eyes turned to whether leaders could strike a deal before January 1, 2013, to prevent a potential recession. Against this backdrop, one unexpected actor stepped into the fray: Starbucks.

Starbucks launched a visible, two-day campaign asking its 120 Washington DC store employees to handwrite the words "Come Together" on customer cups on Thursday and Friday. The goal? To send a non-partisan message to lawmakers and citizens alike: find common ground and reach a deal before the deadline.

What Was the Fiscal Cliff?

The fiscal cliff referred to a package of automatic tax increases and broad-based spending cuts set to take effect on January 1, 2013, unless Congress and the President acted. Economists warned that going over the cliff could push the US economy back into recession.

Why Did Starbucks Intervene?

Howard Schultz, Starbucks CEO, expressed frustration with the lack of progress. "We’re watching, we’re disappointed, and we believe we deserve better as a country," he said. Schultz had already joined the "Fix the Debt" coalition—a group of business leaders, politicians, and financial experts pushing for comprehensive fiscal reform.

Schultz saw the coffee chain’s daily interaction with millions of Americans—and especially those in the politically charged capital—as an opportunity to promote unity. He wasn’t advocating for a specific policy, but for a deal to be done.

How Did the Campaign Work?

Starting the first business day after the holiday break, baristas in all 120 Starbucks locations in Washington, DC, were instructed to write "Come Together" on cups for all drinks served on Thursday and Friday. This simple act was designed to spark conversation and serve as a daily reminder of the urgent need for compromise.

The campaign was deliberately low-tech—but strategically placed. It relied on physical presence, word-of-mouth, and the coffee ritual itself to deliver the message. Beyond the cups, Starbucks amplified the effort through traditional and digital media. The company placed ads in major outlets like The Washington Post and The New York Times, and promoted the message via Twitter, Facebook, and local news sites including AOL.

Schultz stated that if talks remained stalled, Starbucks would consider expanding the initiative. "If negotiation doesn’t move, we’ll make the campaign bigger," he warned.

FAQ

What was the “fiscal cliff” that Starbucks wanted Congress to avoid?

The fiscal cliff was a set of automatic tax increases and spending cuts scheduled to begin on January 1, 2013, unless US lawmakers reached a deal. Economists warned it could trigger another recession by suddenly removing stimulus and raising taxes on almost all Americans.

Did Starbucks ask customers to do anything besides get coffee?

No. Customers didn’t need to take any action beyond receiving their usual drink with a handwritten “Come Together” message on the cup. The campaign was aimed at stimulating broader national conversation through this everyday interaction.

How many Starbucks stores took part in the Washington DC campaign?

A total of 120 Starbucks stores located in Washington, DC, participated by having their baristas write “Come Together” on cups for all drinks served on the designated Thursday and Friday.

What other actions did Starbucks take to promote the campaign?

Beyond the in-store cup messaging, Starbucks ran advertisements in national newspapers such as The Washington Post and The New York Times, and used social media platforms like Twitter and Facebook. The company also worked with online local news outlets like AOL to broaden the campaign’s reach.

What did Howard Schultz say about the lack of political progress?

Howard Schultz stated, “We’re watching, we’re disappointed, and we believe we deserve better as a country.” He expressed frustration with the stalled negotiations and emphasized the need for lawmakers to reach a compromise before the January 1 deadline.

Was the “Come Together” message tied to a specific policy or solution?

No. The message was intentionally non-partisan and did not promote a specific policy. It was a broad call for lawmakers to overcome divisions and reach any agreement to avoid the fiscal cliff and its potential economic damage.

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