Starbucks opens first store with sign language capability in China
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E-mail chinadaily.com.cn, May 20, 2019
The coffee chain has more than 3,800 stores in the country; the move is part of its ongoing efforts to get closer to local communities.
"Starbucks China will continue to build a different kind of company and use our large scale of operations to create the perfect place for everyone in China, no matter what their needs are," said Belinda Wong, chief executive officer of Starbucks China.
The store design has taken special needs into consideration. Sign language symbols are printed on umbrellas in front of the store, and there are indicators throughout. All baristas will wear aprons with the word "Starbucks" embroidered in sign language, while deaf employees will wear an additional pin.
The store is equipped with a customized "easy-ordering" system. Customers and partners will be able to communicate using notepads and two-way digital displays.
For customers new to sign language, there will be a dedicated area for customers to write down their orders on an electronic board and wireless vibrating pagers will notify customers when their orders are ready.
To create an inclusive environment and encourage customers to learn more about the deaf community, the store also will offer sign language lessons and coffee workshops in sign language, in partnership with the Guangdong Deaf People Association.
This is Starbucks' third signing store worldwide, after Kuala Lumpur and Washington.
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