Starbucks brings Signing Store to China

Starbucks has opened its first Signing Store in Guangzhou, China, its third one, following launches in Malaysia and Washington D.C.

The store employs deaf and hard of hearing employees who are fluent in Chinese Sign Language. Sign language symbols are printed on umbrellas in front of the store, and there are indicators throughout. Baristas will wear aprons with the word “Starbucks” embroidered in sign language. 

Customers and partners will be able to communicate using notepads and two-way digital displays. For those new to sign language, there will be a dedicated area in which to write down their orders on an electronic board and wireless vibrating pagers will notify customers when their orders are ready.

“As a coffee leader deeply rooted in China, for China, we are committed to creating equal opportunities for everyone, as well as a unique third place experience that addresses a wide range of community needs. The new Signing Store is an example of how we are building inclusive environments and careers for our partners,” says Belinda Wong, CEO at Starbucks China. “This store truly creates a sense of belonging for everyone and is a strong testament to our continued commitment to building a more diverse and inclusive working environment.”

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