When Yellow Cab promoted black customer dignity….a century ago

When Yellow Cab promoted black customer dignity….a century ago Walt Zlotow Jun 04, 2024 We take for granted that companies today reach out to the entire customer community, including minorities, LGBTQ and others. But a century ago, when only white men ruled corporations and racism/discrimination pervaded most society and culture, such outreach was unknown Walt’s Substack is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. That’s why when reading about the Chicago taxi wars of the 1920’s between Yellow and Checker cab companies, I came across this interesting item. The Yellow Cab Company, among the first in the nation, was founded by Walden Shaw and John Hertz. Initially named the Shaw Livery Co., it provided transportation upon request to Chicago’s Smart Set between their swanky Loop hotels and apartments to their elite theater and dining haunts. Joe Sixpack had to walk or hop on a trolley to get around. As cars became more available, Shaw and Hertz saw huge profits by expanding taxis to be hailed by everyone on the street. Using yellow painted cars to stand out, they morphed into the Yellow Cab Company in 1915. Being obsessive about quality customer service, Yellow demanded strict professionalism and training from their all white drivers. Four years later, the summer of 1919 saw increased racial tension and violence in and around the Black Belt along State Street between 27th and 35thStreets. In June, Yellow issued the following warning in their company newsletter. “Attention of drivers is called to the fact that they must be courteous to colored people at all times. Any driver found guilty if incivility on account of a man’s color or race will be in serious trouble. This applies particularly along State Street between 27th and 35th Streets.” Sadly, a month later all taxi and other transportation in that district stopped due the horrendous week long race riot that killed 38, injured 500, leaving a thousand homeless. Now, every time I see a Yellow cab, if any are still around, I’ll remember that small but noteworthy attempt to respect the black community a century ago when such decency was rare indeed. Walt’s Substack is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.