As communities and organizations continue to advocate for the accessibility in services towards the Deaf and Hard of Hearing community, certain corporations have demonstrated their understanding by introducing new initiatives. One franchise in particular, Starbucks, has opened multiple signing stores worldwide to allow for an inclusive space for the Deaf and Hard of Hearing community. In the heart of the renowned ASL University, Gallaudet University, Starbucks opened an ASL signing store on 6th and H street in late 2018, making it the fourth out of five stores globally.
The store's opening was prompted by another Starbucks's success in Malaysia when nine Deaf partners established it in early 2016. This idea was finalized when the American partners travelled to Kuala Lumpur to study the elements of the store. Additionally, with the unemployment rate in the Deaf community lingering around 40%, Starbucks chose to employ 25 Deaf, Hard of Hearing, and hearing employees who are all fluent in ASL. This fits with the company's goal to amplify diversity, accessibility, and inclusion in the workplace.
Check out the Store’s Instagram: https://www.instagram.com/starbuckssigningstore/?hl=en
The store also embraces additional aspects of the Deaf and Hard of Hearing community by displaying art created by Deaf artists and employee outfits that embody the message. As you first enter the store, there is a bold mural to the right created by a Deaf artist and professor at Gallaudet University, Yiqaio Wang. Wang describes the piece as, "two very strong hands, arms raised, rising from the bottom of the artwork…It means community in ASL and bringing various backgrounds, languages, and people together.” To supplement Wang's work, Deaf artist Jena Floyd designed ASL-engrossed artwork on the mugs being sold, and employees wear an "I sign" pin on the iconic green apron. The store also implements aspects of Deafspace, a Gallaudet University project that outlines elements of a Deaf experience, including proximity, colour, mobility, and space. These in-depth measures have grasped the general public's attention, and Deaf and Hard of Hearing influencers are quick to show their support.
mural created by Yiqaio Wang
The store operates entirely in ASL, and measures have been implemented to allow non-ASL signing customers to learn to communicate in ASL. For one, there is a "sign of the week" where non-ASL hearing individuals can sign the word projected onto a chalkboard attached to the top of the register. Additionally, the store is fully equipped with notepads and displays where both the employee and customer can type back and forth on the keyboards. This allows hearing shoppers to get insight into the Deaf and Hard of Hearing community while also understanding the significance of a modified service. Some of these courses of action can be noted in the store's video below.
Due to the success of Starbucks signing stores, another signing store has recently opened in Kunitachi City, Japan. Here, 19 Deaf and Hard of Hearing employees fluent in Japanese Sign Language (JSL) operate a 200 square-meter store. Customers are given the opportunity to learn some sign language within the store, alongside a coffee education session delivered in JSL. Similar to the American store, the store is saturated with Deaf culture artwork created by a Child of Deaf Adults (CODA), Hidehiko Kado. Finally, the store operates on similar grounds as that of the other Starbucks singing store by providing notepads and allowing customers to order by a speech-to-text voice recognition system. A photograph of the store is shown below.
Starbucks employees fluent in JSL
With Starbucks striving to provide accessibility for the Deaf and Hard of Hearing community, I hope this can serve as a competitive factor that can motivate similar franchises to implement measures that better serve the Deaf and Hard of Hearing community. Additionally, with the effectiveness of these stores, I hope to see more openings of signing stores in major cities, including Toronto, New York, London, and many more.
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