Human engagement and accessibility are key at Starbucks’ Signing Stores. Accessibility, inclusion and engagement were all top of mind for Starbucks when the coffee franchise opened its fifth Signing Store in Tokyo in June this year. “The opening of Japan’s first Signing Store is an important moment that represents the incredible passion of our deaf and hard of hearing partners across Japan,” said Ryotaro Sato, shift supervisor. “We want to showcase how the talent of t
lent of the deaf and hard of hearing community can spark connections, inspire new possibilities, and help our partners grow their careers with Starbucks. We’re looking forward to sharing new experiences with our customers and demonstrating the diversity of communication that they can experience at the Signing Store.”
Customers can place their coffee orders using contactless speech-to-text voice recognition through a tablet at the register, pointing to items on the menu or writing on a notepad. Digital signage helps people track the progress of their order by checking the number printed on their receipt. People will know when their orders are ready when a sign language animation appears on the screen. The digital signage also shows frequently signed greetings for all customers to enjoy and engage with.
Starbucks unveiled its fifth Signing store in the world in Tokyo in June.
Since Starbucks began reopening its stores in May, the Signing Store now has additional precautionary measures, including clear masks for employees to help those who read lips.
According to the brand, “The store also features contactless voice recognition ordering, and a numbered ticket entry system to avoid congestion inside the store. Tickets are issued with the kiosk at the entrance of the store or through an online ticketing page, which also gives an approximate waiting time.”
The coffee franchise has been hiring people who are deaf and hard of hearing since 1996. Other signing stores are located in Malaysia, the US and China.
The Signing Store in Washington DC incorporates aspects of DeafSpace, a project which highlighted design elements specifically for the deaf experience, including space and proximity, sensory reach, light, colour and acoustics. The store also showcases artwork designed by deaf artists, including its mugs and colourful wall mural.
Meanwhile, the Signing Store in Penang, Malaysia, hosts signing language workshops and career development seminars for the community.
This story appeared in the August 2020 issue of Inside Retail Magazine. To receive a print copy, click here.
