Before getting to the business at hand, Starbucks served up a little business - it's Thanksgiving blend coffee.
Giving thanks was sort of the theme at Starbucks Headquarters. The company is showing its gratitude in the form of jobs for returning veterans.
There is a problem in America. And the problem is that there's not a soft landing for many of these people, said Starbucks CEO Howard Schultz.
As many as 10,000 veterans and military spouses could land at a Starbucks near you. The coffee giant is just the latest major corporation to sign up veterans for jobs that have been hard to come by.
Hiring these extraordinary Americans and enhancing the company's culture is in the best interest of Starbucks and its shareholders, said former Defense Secretary Robert Gates.
Military veterans are well qualified but not well quantified in the work force. Unemployment among veterans is three times the national average.
I can assure you of one thing: this is not a marketing exercise and this it not PR, said Schultz.
What it is, says Army Lt. General Bob Brown, is a sound business decision.
Someone who's a team player and a team leader, an innovative thinker solving complex problems, a hard worker, someone very familiar with service and familiar with sacrifice, he said.
How they fit into the Starbuck matrix remains to be seen. What we do know is that the more than a million returning veterans have fulfilled their duty. Schultz believes it's our turn.
Business leaders and private citizens need to step up and do their part. And in this case, to do their part for returning veterans, he said.
The positions would be filled over the next five years. Starbucks is also opening five new community stores across the country, starting at Joint Base Lewis-McChord that will include profit sharing, allowing for added resources and funds to help veterans.
Starbucks also says it will designate five cafes in military communities where a portion of each transaction is donated to Operations GoodJobs and Vested in Vets.