Since they have roughly 50 people, it sounds they're attempting to Go Big or Go Home. Make this promise and hope the goodwill attention/money is enough to fund the 600 stores they said they want to build. Taking a stab at becoming a regional coffee chain.
Good for them if they can! it sounds like a huge challenge though
That would be a huge challenge but it feels like they are willing to try it. They would need more than just a few weeks worth of news momentum to get something going though.
That's the essence of entrepreneurship, though. If they don't shoot for the stars then they'll never go anywhere. Their reach may exceed their grasp on this issue, but if they fall short then it'll be a while before anyone boycotts them for failing this promise.
The reason people don't like the idea of vowing to hire 10k refugees, is because there are millions of unemployed Americans. So you have a company that has openly declared that citizens are just shit out of luck. They are prioritizing other people. You want to hire refugees. Thats fine. If they qualify more then the other applicants, then sure. But its not like America is some kind of glorious economic haven of jobs. There are millions of people who need work. But it seems that they are completely ignored by the media and politicians now. Thats how Trump got elected. He paid attention to the citizens of the country he was nominated to lead. A simple concept that seems to be rare now.
You have a ton of people who are not in a good place. Unemployed, or having to work 3 jobs to get by. These people are being ignored. If anyone pays attention to them, its to tell them what a piece of shit they are for not having jobs or not helping refugees more. People are just sick of it.
You want people to be good to people. Lets stop ignoring all the very real problems we have locally.