On April 12, 2018, two African-American men were arrested, marched out of the Starbucks in handcuffs after being rejected to use the bathroom without any purchase at a Starbucks store in Philadelphia. The incident was caught on video and posted to social media where it went viral, creating an outrage at the treatment of the two men. Right away, though, Starbucks’ leadership stepped up. Starbucks publicly admitted its wrong doing on Twitter, and explicitly stated that what had happened in their store in Philadelphia went against their values. Both the CEO and the executive chairman apologized personally to the two men and offered to support their entrepreneurial pursuit. To demonstrate its commitment to its fundamental principle of “Everyone is welcome”, and as a response to the incident, Starbucks adopted an open bathroom policy, which in itself brought new challenges for the leadership.