In a letter to employees Sunday Chief Executive Howard Schultz of Starbucks stated they are no longer required to write “Race Together” on customer’s cups. 
This practice was an element of the company’s new campaign to stimulate discussions on race. Before Sunday employees were told to write #RaceTogether on drinks and the company published a conversation guide in USA Today.
Schultz tied the effort to recent events in Ferguson and stated staying silent isn’t apart of the Starbucks philosophy. 
Various customers and pundits have criticized the campaign and accused the company of trying to capitalized on the racially charged events that have occurred recently.
Several critics have stated a healthy conversation on race can’t be held during the process of buying coffee. 
Schultz stated the end of this aspect of the campaign was not a response to criticism. The company plans to roll out several different phases of the campaign in the coming weeks.