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WYFF will have a special investigation story on 4-26 at 5pm into Liquid Highway where the company claims to save lives by donating a portion of their revenue to charities. This claim doesn't look to be true though according to the story preview. Apparently they haven't given money to any charity in at least three years and owe banks along with vendors millions of dollars. Stay tuned.
This is why I was skeptical about their business decisions during their brief period of rapid expansion. They could be in seriously hot water. I knew something was wrong when they decided to purchase several expensive properties within a very short span of time.
I've only seen them advertise that they give their profits to charity, not revenue. I wonder if that's what the report will "uncover." Either way, I've always been a big fan and will continue to visit there when I can.
I've only seen them advertise that they give their profits to charity, not revenue. I wonder if that's what the report will "uncover." Either way, I've always been a big fan and will continue to visit there when I can.
And they've still not made a profit. Therefore, they haven't given anything to charity, right? The "charity" they list on their website is run by the people who own liquid highway, and shows no contributions to anything. REAL giving doesn't work that way.
So my question is, how are they "saving lives, one cup at a time" if they aren't giving to charity? NONE of the money you spend on their coffee goes to charity. Don't you think the line plastered all over their stores and vehicles (Saving Lives One Cup at a Time) is a little misleading?
AND, their employees claim the company is a nonprofit, which is a lie. They are an LLC, a for profit company.
It was a marketing strategy all along, and a very misleading one at that.
If you noticed they've closed a few of their stores as well. When I was at my former company they owed us some $$ for some staffing we did for them so they gave us a few hundred pounds of coffee instead (it was around Christmas time) and we used their coffee for gifts.
Now I'm not 100% sure on that but it's what I can recall...
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