I think the goal is to 1.) minimize recurrences and 2.) help employees understand that its far easier to retain customers than to drive them away. (you attract more flies with honey than with vinegar). Starbucks has to present themselves as an outstanding, upstanding business in order to attract and retain people who are willing to pay large amounts of money for burnt coffee. So IMO, this was both a PR stunt, but also to potentially reduce the future occurrences of this type of incident.
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