That’s gotta hurt.

Starbucks dumps its PR firm after a survey of 8,000 consumers says the coffee behemoth is “arrogant, intrusive and self-centred.”

Here’s hoping that Starbucks’ efforts to recast itself as a more socially and environmentally conscious organization are more than skin [scales?] deep. Given their stature, Starbucks could have a bigger impact than anyone to inform and educate the consumer, and to spur the specialty coffee trade.

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