Definitely a PR move. But I figure it's about implying that the work isn't that hard and that the reasons for unionization are overblown. In other words, the work is easy so they don't need a raise. Some BS like that.

Yuuuuuup, this dude is clearly terrified of unionization.

Everything about the Starbucks CEO shift up is because of unionization. Old CEO didn't want to face congress, now if he still has to, he can simply say, "I don't speak for Starbucks". Schultz is a freaking COWARD. Now this. It's clearly a PR stunt to show other suits that the CEO "cares". But it's really to keep pushing their thumb down on the union busting button.