Corporate caring

Coffee giant Starbucks now has 13 sign-language cafes in different cities in China after opening the first one in Guangzhou, Guangdong province, in 2019.

As the first and only such branch in Beijing, the cafe in Fengtai district may appear no different from the others at first glance.

However, a range of sign-language elements are on display at the premises. Outside the cafe, the Starbucks' logo is spelled out in sign-language symbols and inside a dedicated display stand showcases merchandise with sign-language themes.

Cafe manager Liu Jing said to facilitate communication between customers and baristas, the sign-language store has implemented a dual-screen ordering system.

"During the ordering process, customers can use the screens to verify whether their beverage order is correct. Additionally, the ordering station is equipped with a voice assistant that can instantly convert customers' spoken orders into text, ensuring clear presentation of the order details," she said.

To enhance the skills of the baristas with hearing impairments and to support their career development, Starbucks has three-month coffee courses based on their existing training programs, Liu says.

The Beijing branch has eight baristas with hearing impairments, six who work full-time and two part-time.

Liu says she and other staff members have learned a lot of sign language from their hearing-impaired colleagues. Many customers with hearing disorders have become regular customers as they can easily communicate with the baristas, she added.