Starbucks’ executive chairman Howard Schultz says he is “embarrassed” by the recent accusations of racial profiling in the company’s US cafes.

His comments came after Starbucks announced it will close US stores on 29 May for company-wide “racial bias training”.

The move is a positive effort toward addressing the latest reputational challenge that has blighted one of the most iconic brands of our times.

For years the group was attacked for the very low level of corporation tax it paid, then along with other coffee shop owners was lambasted for a failure to recycle disposable coffee cups and lids.

Schultz is a man prepared to take action on this count- realising how much danger the brand is in- especially in the social media age, when a brand people love can be quickly transformed into one they love to hate.