Philz, a popular coffee chain with locations across California, is facing growing criticism after news broke that the San Francisco-based company planned to remove Pride flags from its stores.

The move is part of an effort to “[create] a more consistent, inclusive experience across all our stores, including removing a variety of flags and other decor”, Mahesh Sadarangani, the company’s CEO, said in a statement to the Guardian.

“Our longstanding support of the LGBTQIA+ community is unchanged,” Sadarangani said. “This is a change in how our stores look, not in who we are.”

But the backlash for Philz, which has 17 locations in San Francisco alone, has been swift. By Friday morning, more than 4,000 people signed a petition urging the business to reconsider its decision, citing the “deep meaning and value” the flags hold for staff and visitors as a symbol of “safe and welcoming spaces”.