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While ordering your favorite brew is just part of a morning routine, it can be a bit more difficult for the deaf and hard of hearing. Because of that challenge, one Starbucks is about to get more hands-on – literally.
The first ever United-States-based signing Starbucks opening Tuesday, focused on deaf and hard of hearing customers.
Starting out with a staff of 25 – most of which are deaf or hard of hearing, or fluent in American Sign Language (ASL) – the innovative location is just blocks away from Gallaudet University in Washington, DC, the only school of its kind the world for the deaf and hard of hearing.
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Starbucks has opened their first cafe in America.
(Starbucks)
Tommy Horejes, the Associate Provost of Student Success and Academic Quality at Gallaudet University, has been working with the coffee giant. He said his goal was to make sure the store is serving coffee.
"It goes way beyond a collaboration between Gallaudet and Starbucks," Horejes said. "This is an opportunity to really show the importance of the value of culture and language and diversity."
Starbucks Mid-Atlantic Regional Vice President Camille Hymes has been with the Starbucks Design, and staffing it up with employees who are deaf or hard of hearing.
"It's not just the connection but it's also providing opportunities for a career advancement opportunity," Hymes said.
It is starting with a staff of 25, which is very important in American Sign Language (ASL).
(Starbucks)
Gallaudet University alumnus Matthew Gilsbach is the store's first manager, returning to the area 10 years after graduation. He said it's an honor for him to be part of the project and work closely with the university where he says he discovered his identity as a deaf person.
"We can be a profitable store. Take the risk, "Gilsbach said. "Hire deaf people and people with disabilities and hard of hearing people."
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This Starbucks was completely redesigned from the ground up to make communication easier. There are more natural light, no-reflective surfaces, open floor plan sightlines, and no music playing overhead.
Outside the store, "STARBUCKS" is spelled out in ASL by Giant Hands, and an ASL alphabet chart hangs by the door.
For those who want to learn their lattes, there's an ASL sign of the week and the first day of the day.
There are several ways to order your order in ASL, pointing to a picture menu, or using a tablet to write your order and your name.
(Starbucks)
There are several ways to order inside: Signing your order in ASL, pointing to a picture menu, or using a tablet to write your order and your name. That means, of all the Starbucks, this one will almost certainly get your name spelled right on the cup.
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"It will be more accurate than most stores. I can guarantee that, "Gilsbach joked.
And if you need a drink fixed, there's a double keyboard with a barista. While those who can not find it, Starbucks and Gallaudet hope it gives you a new perspective.
"We're able to make these bridges between the hearing communities and the deaf and hard of hearing communities," Horejes said.
Gilsbach and Horejes said that they are anticipating people to enjoy learning about the community, both of which are uncomfortable with the idea.
There's only one other Starbucks in Kuala Lumpur, Malaysia.
(Starbucks)
"It'll be a slow process but we're providing the Starbucks experience in the same way that we're going to change people's minds," Gilsbach said.
"It's not just about hearing, deaf, but a lot more," added Horejes.
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There's only one other Starbucks in Kuala Lumpur, Malaysia. Hymes says they want to share their business, but help them tap into that customer base too.
"Hymes said," We know that with our size and scale we are making a difference.
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