The Beauty of Red Cups

Every Christmas, there seems to be at least one retailer who forbids employees to wish customers a “Merry Christmas” or one municipality that removes a manger scene and as a result, bears the brunt of Christians venting a year’s worth of frustration at being marginalized by our post-Christendom culture. This year is no exception.

A normally chilly November has featured a rather heated debate, even a firestorm of resistance to Starbucks’ rollout of their plain red cups for the holidays this year. Many have taken to social media to proclaim their dissatisfaction. I have remarked to several people that this argument is misguided and actually counter-productive to the cause of Christ. I would like to go on record and say that I like the relatively simple yet elegant red cups marking the Christmas season at Starbucks…for several reasons.

I was encouraged to find that the Starbucks news blog post, dated November 1, 2015, shows an astute cultural awareness that is unfortunately lost on many American Christians who think that all cultures should revolve around them, using their language and symbols. The Starbucks cups appear after Halloween and signal the addition of special holiday drinks to their menu. While Starbucks might be trying to spin this conflict in its favor, I sensed a sincerity that needs to be heard. And that is the problem, isn’t it? Frequent readers of my blogs will recognize that this is a regular theme in my writing. Any time we respond without actually listening to the viewpoint of another (no matter which side of the argument we are on) we reveal ourselves to be unwise.

Why Did They Do It?

Jeffrey Fields, Starbucks' vice president of Design & Content is quoted in the post and I want you to be able to read his words for yourself,

Taking a cue from customers who have been doodling designs on cups for years (Starbucks held a contest to support this creativity), this year’s design is another way Starbucks is inviting customers to create their own stories with a red cup that mimics a blank canvas.  

“In the past, we have told stories with our holiday cups designs,” said Fields. “This year we wanted to usher in the holidays with a purity of design that welcomes all of our stories.”

In the nearly two decades since the first red Starbucks cup, the company has grown from 1,400 stores in a handful of countries to more than 23,000 stores in 68 markets around the world.

“Starbucks has become a place of sanctuary during the holidays,” he said. “We’re embracing the simplicity and the quietness of it. It’s a more open way to usher in the holiday.”

Creating a culture of belonging, inclusion, and diversity is one of the core values of Starbucks, and each year during the holidays the company aims to bring customers an experience that inspires the spirit of the season. Starbucks will continue to embrace and welcome customers from all backgrounds and religions in our stores around the world.[1]

While I have liked the special cups of Christmases past (I happily own some) I love the idea of the cup being a symbolic "canvas" where we can create our own stories in community with others. Past years’ cups have been almost too cluttered with seasonal themes (hope, peace, love, giving) and symbols—trees, snowflakes, ornaments, reindeer, gifts, etc. All are placed there with a marketing connection to increasing sales. None of these things are really outwardly Christian, so it is hard to see this as a credible attack on Christmas by Starbucks. The biggest danger to the western church is not the “bleak midwinter” of Christ-less secularism, but it might just be consumerism. In which case, a simple cup might point us back in the right direction… toward open engagement with others in time spent, stories shared, and all done around an open table.

A Place of Sanctuary

Are our homes a sanctuary?

Are our homes and churches known as places of sanctuary, or are they filled, in turn, with bustling acrimony or bored apathy? Not only am I impressed with the reasoning behind the red cups, but I am also personally convicted when Mr. Fields says, “Starbucks has become a place of sanctuary during the holidays,” he said. “We’re embracing the simplicity and the quietness of it. It’s a more open way to usher in the holiday.” As I have written previously (Rethinking “Don’t Talk to Strangers!”), I rarely sit in a Starbucks without speaking to a stranger, making a new friend, working on a sermon, mentoring other Christians, or just enjoying being with family and friends. I see others doing likewise. Why are we the church not more of a “sanctuary”? Why is it that we are rarely described by words like “simplicity” and “quietness”? And for those who consider “holiday” a trigger word, it literally means “holy day” so if we truly considered a day holy how would we treat others on it? I have apologized to the baristas in my local Starbucks because they have to work on Christmas, but they say they love sharing the day with the crew and the people who come in are happier than normal.

Back to the Red Cups.

What does red mean? Is it not rife with biblical symbolism? Certainly, it reminds me of the “blood of Christ” that was shed on a Roman cross to wash away our sins. But perhaps more seasonally appropriate, red is the color of humanity for Adam was made from the red dust of the ground. It is at Christmas that God the Son left the culture of heaven behind to become fully human so that he might redeem us, become the perfect advocate for us, and set us free from our slavery to the fear of death (Hebrews 2:14-18). If we are going to engage the world like Jesus did, we will have to start with humbling ourselves, not grasping or demanding (Philippians 2:1-11).

I don’t agree with everything Starbucks does nor with all the values that they profess…like when they spell my name wrong. Yes, coffee drinks are often too expensive, though I usually drink the less expensive iced coffee. Having said that, Starbucks has been a blessing to the church as a “third space” in the community to talk, listen, laugh, study, and share with believers and those who don’t—even without reindeer on their cups.

Finally, I don’t need to fib about my name to force baristas to write "Merry Christmas" on my cup and then have to call out “Merry Christmas, your tall non-fat iced coffee with mocha is ready!” I am more interested in talking to them while they take my order and make my coffee…treating them as fully human and even as friends. So hopefully, when I wish them a "Merry Christmas!", and I will, they will believe I mean it and agree that it has been merry indeed.

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[1] Pasted from https://news.starbucks.com/news/the-story-behind-the-design-of-starbucks-red-holiday-cups-for-2015