Philz Coffee reversed its decision to remove pride flags from its cafés after facing backlash from the public that was believed to weaken LGBTQ+ representation on April 17.
The removal of pride flags would help “toward creating a more consistent, inclusive experience across all our stores, including removing a variety of flags and other decor,” Mahesh Sadarangani, Philz CEO emailed to The San Francisco Chronicle on April 9.
Some students argued that the ban does the opposite of what Sadarangani claims.
“Inclusive to who is the question,” June Astle, 24, psychology major said. “It’s clearly a move including people who are homophobes and not including people who are queer.”
Philz baristas created a petition on Change.org to reverse the decision on April 5 which gathered 7,797 signatures.
According to the petition, businesses have an important role to foster inclusivity, and displaying the pride flag is an example of that.
“Being represented is a good thing and I think it’s necessary to increase social awareness, diversity and social acceptance of different people,” Zainab Mohseni, 19, economics major, said.
Some within the De Anza College community have expressed concerns about Philz’ acquisition by private equity firm Freeman Spogli & Co, noting a shift in the company’s focus.
Jamie Pelusi, faculty coordinator for the De Anza Pride Center and former Philz customer, said the sense of community has been lost after the acquisition by Freeman Spogli & Co.
“You would go in and there would be posters all over the walls, flyers for events and protests,” Pelusi said. “When I heard that it got sold to a private equity firm, I (said), ‘this is the total opposite of what this establishment used to be.’”
Philz reversed the decision to take down pride flags on April 17 after meeting with members of San Francisco Pride, a non profit that organizes the San Francisco Pride Parade.
“What gave me reason to engage with Mahesh was something I don’t always see from a CEO in this situation: genuine humility,” Suzanne Ford, executive director of SF Pride said in a statement after the meeting, according to ABC 7 News. “He reached out, listened and understood that this wasn’t about optics. It was about whether queer people, and the employees who show up for them every day, feel safe and seen.”
“I made a mistake, and I am sincerely sorry,” Sadarangani said according to a press release on April 17. “The Pride flag is a symbol of safety and belonging for people who don’t always find that in the world … (it) is not something I want to take away from anyone who walks into a Philz.”
Some students speculated why Philz decided to remove the flags then quickly reversed the decision after facing backlash.
“He’s probably just trying to do as the public pleases,” Mohseni said. “I feel like most CEOs just care about keeping their profits high.”
Astle said it’s neutral at best and believed that other companies will try similar moves in the future. “It’s a sign that people will start testing the waters in other contexts.”
Pelusi said that culture moves in waves, and Philz’ attempt to remove pride flags is their attempt to ride the wave started by other companies.
“Target is a good example. There’s been backlash against them pulling Black designers and Pride stuff off their shelves,” Pelusi said. “The more public pressure we can put on these companies, the more they’ll be scared to do what Philz initially did.”
Pelusi said that the most effective way to put pressure on companies like Philz is to be mindful of where your money goes.
“When we support places that align with our values,” Pelusi said. “We amplify those messages and it catches on.”
