SAN FRANCISCO — Philz Coffee announced plans to remove Pride flags from its stores as part of an effort to create a more consistent, inclusive experience across all locations. By Friday morning, more than 4,000 people had signed a petition urging the San Francisco-based chain to reconsider the decision.

"Our longstanding support of the LGBTQIA+ community is unchanged. This is a change in how our stores look, not in who we are," Philz Chief Executive Mahesh Sadarangani said. The company said it remains committed to serving as an ally to the LGBTQIA+ community.

Sadarangani acknowledged that the rollout had drawn objections from within the company. "We hear and deeply understand that we did not handle changes to store decor as well as we should have, especially as true allies to the community. Some of our team members have shared that those changes felt personal," he said.

The chain, which has 17 locations in San Francisco, plans to support the LGBTQIA+ community through a sticker contest, donations to community organizations, and the creation of a new unifying piece of artwork. "Over the last year, we have been working on custom Philz artwork to set the expectations for a safe and inclusive space for all, including our LGBTQIA+ community," Sadarangani said. He added: "We want one piece of artwork that unifies all of Philz, that openly showcases our commitment to honoring the uniqueness and diversity of each person who enters our place."

Philz hosts an annual fundraiser to support LGBTQ+ organizations. The company has not announced when the removal of Pride flags will take effect, and Pride decorations remained in place at shops in downtown San Francisco and in the Castro as of Wednesday. A sign at the Castro shop read: "Welcome to the Queerest coffee shop in town. Period."

The petition described the removal as a break with workers and customers who identify with the brand. "Removing these flags risks alienating a core group of team members and loyal customers who see Philz not just as a coffee shop, but as a place where they are embraced and celebrated for who they are," the petition said. A barista said in the petition: "This is a slap in the face to all of your employees."

Bay Area LGBTQ+ organizations also objected to the decision, which was announced during Pride Month, observed in June. "The rainbow flag is a symbol for the queer community, and this is the heart of the queer movement here in the Castro. We can't just not say anything," said Suzanne Ford, executive director of San Francisco Pride.