In Taos, New Mexico, efforts to establish the town’s first Starbucks drive-through cafe have faced significant resistance, including two arson attacks at the construction site.
The town, known for its history of opposition to national chains, has seen some residents express their disapproval in dramatic ways.
The would-be Starbucks, nicknamed “Charbucks” by locals, has become a focal point for those opposed to the arrival of the global coffee giant in this community of 6,500. In response to the attacks, the building contractor from Albuquerque has ramped up security measures, installing video cameras and having a guard stay on-site in a camouflage trailer to protect the property.
Despite these precautions, the sentiment among some residents remains antagonistic. Just a mile from the construction site, regulars at one of Taos’ long-standing independent coffee shops, World Cup, have expressed quiet support for the arson attacks, seeing them as a stand against what they perceive as the encroachment of corporate culture into their town.
The opposition to Starbucks in Taos echoes similar criticisms the chain has faced in other parts of the world, where it has been accused of clashing with local culture and extracting wealth from communities. Stickers depicting the Starbucks mermaid logo engulfed in flames, with her face replaced by La Calavera Catrina, a symbol of Mexico’s Day of the Dead, have appeared on local businesses, underscoring the resistance.
Following the first fire in August 2023, graffiti reading “NO” with an expletive was spray-painted on the partially burned structure, leaving little doubt about the feelings of some locals towards the project. Despite these challenges, Starbucks still plans to open the cafe in the spring of 2025.
