On December 13, the incident of “Starbucks privately changing labels and using expired ingredients” sparked public opinion. At noon of the same day, Starbucks China’s official Weibo responded that it was deeply shocked by this and immediately closed the two stores involved . In the evening of the same day, Starbucks responded again, confirming that the violations existed, and apologized for this, saying that it had taken six measures including comprehensive self-inspection of all stores, re-training , and increased frequency and scope of internal and third-party inspections. .

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As the world’s largest coffee chain brand, Starbucks often advertises itself on the basis of  the industry’s highest standards for food safety and strict implementation. Its official website states that “food safety is the lifeblood and top priority of corporate development.” The “high-quality expectation” that accompanies the brand effect has also become an important magic weapon for its customer acquisition.

The “golden standard” should not be advertised, and “strict enforcement” cannot be mere formality . Such scandals frequently occur as damages and overdrafts to corporate brand power. As a leading company, it is the responsibility of the industry to play an exemplary role in food safety and other issues, instead of smashing its own brand by illegal actions-no matter how good a golden sign, it cannot withstand such “self-destructive strength.” (CCTV commentator)