In the face of mounting criticism and protests linked to its stance on Israel's war in Gaza, Starbucks CEO Laxman Narasimhan has pushed back, asserting that the company has been “unfairly targeted due to misrepresentations on social media.”

The controversy began when Starbucks sued its Workers United union in October over a pro-Palestine social media post, reports The New Arab.

Narasimhan, in a letter to employees, expressed concern over the global situation, condemning violence and hate. He emphasized Starbucks' commitment to humanity but acknowledged incidents of vandalism at some stores, it said.

“While I am grateful for so much, I am concerned about the state of the world we live in. There are conflicts in many parts. It has unleashed violence against the innocent, hate and weaponized speech and lies — all of which we condemn,” he wrote. “Our stance is clear. We stand for humanity.”

The backlash against Starbucks has translated into pro-Palestine boycotts.

While Starbucks refrains from disclosing the impact on sales until the next quarterly report in February, there are indications of a sales hit. Analysts suggest slower holiday sales, leading to a drop in Starbucks' share price, the report said.

Videos circulating on social media show protests and empty Starbucks stores in various locations, including in London and Dubai. In response to the crisis, Starbucks has increased promotions, offering deals like half-price drinks on Thursdays, it added.

Protesters continue to boycott Starbucks, urging the company to support Gaza through actions like calling for a ceasefire and dropping the lawsuit against Workers United union, added the report.