Starbucks is introducing a campaign encouraging customers to speak about race in America. The biggest coffee retailer is interested in bringing social issues to their clients for discussion.

According to Yahoo Finance, the drive is called "Race Together" where baristas are taking part by writing the words in coffee cups and striking conversations with consumers about race relations.

Reportedly, the inkling came about after Starbucks CEO Howard Schultz expressed his concerns about problems with employees at the company's offices in Seattle. For him, the campaign is "an opportunity to begin to re-examine how we can create a more empathetic and inclusive society-- one conversation at a time."

However, Associated Press noted that this step ignited repercussions online.

"The decision has sparked a backlash on social media, with people saying it's opportunistic for a coffee chain to try and inject itself into such an important issue," AP stated.

Aaron Task from Yahoo Finance said that Starbucks' "Race Together" campaign is a "real gamble."

"This is a hugely risky move," Task contends. "Because what is the upside-- that's there's going to be discussions about race at your local Starbucks? Does anybody want that? And I think the downside could be huge. You could have people fighting over race at Starbucks."

While it appears unusual for a coffee company to encourage discussions on race inside the store, AP reiterated what Laura Ries, a branding consultant said. Ries believed "that addressing big important, issues of the day has also become a way for companies to make themselves a part of the conversation" but topics of dialogues should be associated with the products being offered.

"There's nothing wrong with talking about race relations," Ries said. "But is it something people naturally associate with Starbucks? It's not."

According to AP, "Race Together" campaign is not the first attempt of Starbucks in placing itself into national issues.