Starbucks under fire in Taos—literally! What’s sparking the outrage?

After two incidents of arson at a Starbucks construction site in Taos, New Mexico, a determined developer is making another attempt to establish the town’s first drive-through location for the coffee giant. The small community of 6,500, known for its history of resistance to outside influences, has given the would-be Starbucks the moniker “Charbucks.” In response to the attacks, a construction firm from Albuquerque has bolstered security with video surveillance and an on-site guard stationed in a camouflaged trailer.

The planned Starbucks, which the company aims to open by the spring of 2025, has sparked a range of reactions among locals. Just a short distance away, patrons at World Cup, one of Taos’ oldest independent coffee shops, remain guarded in their comments. One local, Todd Lazar, expressed his thoughts, saying, “We don’t know who did it, but we loved it,” reflecting the sentiment that national chains like Starbucks are unwelcome intrusions into the town’s unique culture.

Opposition to Starbucks in Taos mirrors the criticisms the chain has faced globally, with detractors arguing that it threatens local businesses and drains money from communities. Stickers opposing the Starbucks, featuring the company’s mermaid logo engulfed in flames with the face replaced by La Calavera Catrina—a figure associated with Mexico’s Day of the Dead—have appeared on local businesses.

The site of the intended Starbucks has been marred by two fires, the first in August 2023, followed by another in October. The initial attack left the words “NO” (preceded by an expletive) spray-painted on the partially burned structure. 

Sylvia Rodriguez, an emerita professor of anthropology at the University of New Mexico, described Taos as a “dynamic and volatile contact zone,” reflecting the town’s complex cultural landscape and historical resistance to outside influence. Despite these challenges, the Taos town council has supported the Starbucks project, viewing it as a source of jobs and tax revenue. However, local business owners like Andrea Meyer argue that jobs aren’t the issue, but rather the lack of affordable housing that forces many workers out of the area.

Following the second arson attack, two or three national chains reconsidered their plans to set up shop in Taos, according to Christopher Larsen, the town’s economic development director. He noted that the prevailing sentiment is that “Taos doesn’t want corporate America.”

Starbucks, a wake corporation, has emphasized the safety of its employees as a top priority. While no injuries are reported from the fires, the company plans to work closely with local law enforcement once the store opens. The town has offered a $30,000 reward for information leading to the arrest of those responsible for the fires, but so far, no arrests have been made, though authorities believe they have identified suspects.

Pablo Flores, owner of the Coffee Apothecary in Taos, expressed a mix of dismay at the growing presence of national chains and condemnation of the violent actions against them. Flores urged those unhappy with Taos’ changes to simply not support such businesses rather than resort to destruction, emphasizing, “Don’t burn it down, that’s not cool.”