Starbucks drew inspiration from its first-ever Signing Store which opened in Malaysia in 2016
Starbucks will open its first Signing Store in the US in Washington, DC this October, building upon ongoing efforts to connect with the diverse communities it serves. A team of Deaf partners (employees) and allies led the effort to launch this unique store model in the US, which will be located at 6th & H Street near Gallaudet University, a bustling hub that is Deaf-friendly. The store will create a distinctive retail experience for all customers, whilst offering a unique store format that promotes accessibility and offers employment and career advancement opportunities for Deaf and hard of hearing people.
“The National Association of the Deaf applauds the brand for opening a Signing Store that employs Deaf and hard of hearing people. It has taken an innovative approach to incorporate Deaf Culture that will increase employment opportunities as well as accessibility for Deaf and hard of hearing people, while at the same time educating and enlightening society,” said Howard A. Rosenblum, CEO of the National Association of the Deaf.
The brand will hire 20-25 Deaf, hard of hearing and hearing partners from across the country to work at the Signing Store with a requirement that all be proficient in American Sign Language (ASL). This team of partners with a shared language of ASL and diverse experiences with the Deaf and hard of hearing community will help to attract and develop talent, as well as raise awareness and understanding of the Deaf experience in the workforce, including career opportunities with the brand and beyond.
“This is a historic moment in our ongoing journey to connect with the Deaf and hard of hearing community, hire and engage Deaf and hard of hearing partners, and continue to find ways to be more inclusive, accessible and welcoming to all. This store is truly from partners, for partners, and we could not have gotten here without the team of Deaf partners and allies from our Accessibility office and the Access Alliance partner network who came together to bring this vision to life. I look forward to the team welcoming the community to this store in October,” said Rossann Williams, Starbucks Executive Vice President of US Retail.
The idea to open a Signing Store in the US was inspired by a similar Signing Store by the brand which opened in Kuala Lumpur, Malaysia in 2016 with nine Deaf partners. The brand partners in the US voiced the opportunity to create a similar third-place experience for the Deaf and hard of hearing community in the US, and travelled to Malaysia last July for the first-year anniversary to understand design modifications and gain knowledge to create the best possible store experience for Deaf and hard of hearing customers in the US. An internal team made up of Starbucks Deaf Leadership, Accessibility office and Access Alliance is playing a critical role to support this historic store opening.
The store will feature exclusive artwork and a custom mug designed by a Deaf artist, and a variety of enhancements to support the Deaf and hard of hearing partner and customer experience. Deaf baristas will have ASL aprons embroidered by a Deaf supplier, and hearing partners who sign will have an “I Sign” pin.
These initiatives were created and sponsored by the Deaf Leadership of the Starbucks Access Alliance. The store will also incorporate aspects of Deaf Space, including an open environment for communication and low glare reflective surfaces. For customers new to sign language, the store will offer communication options for ordering and receiving beverages at the hand-off counter.
The brand has a long history of engaging and creating opportunities for Deaf and hard of hearing people as part of its ongoing commitment to disability inclusion and accessibility. To learn more, visit: Starbucks Commitment to Access and Disability Inclusion.
“The brand is to be commended for their affirmative approach to employing people with disabilities, in this case persons who are Deaf and hard of hearing. I know Starbucks will find Deaf and hard of hearing persons to be their most loyal, competent and reliable employees. Customers will enjoy interacting with these partners and perhaps learning a few good signs with their coffee,” said Former US Senator Tom Harkin from Iowa who was instrumental in introducing the Americans with Disabilities Act.
Starbucks was a four-time Global winner of the World Branding Awards in the Retailer-Coffee category.