Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
Starbucks brews up first Signing Store in Indonesia

Starbucks brews up first Signing Store in Indonesia

share on

Starbucks Indonesia is opening its first Signing Store dedicated to the deaf, hard of hearing, and sign language communities in Jakarta, Indonesia. Designed with inclusivity and accessibility at its core, customers at the Starbucks Tata Puri Community Store will be served by deaf and hard-of-hearing baristas.

Deaf baristas will wear green aprons with the company’s name embroidered in sign language. Employees who can use Bisindo sign language will wear an “I Sign” pin. Customers also will be able to order beverages and food using a writing tablet.

According to Anastasia Dwiyani, senior general manager of Human Capital, Sari Coffee Indonesia, Starbucks licensee partner in Indonesia, more than 150 people applied from across the country. The baristas who have been selected are a diverse group, including a former swimming para-athlete and fashion models.

The store also offers a community area for members of the Deaf community to support and conduct programmes from Gerkatin (Gerakan untuk Kesejahteraan Tunarungu Indonesia) and Pusbisindo (Pusat Bahasa Isyarat Indonesia). Starbucks has partnered with the two organisations to support sign language education for the broader community. To encourage a culture of human connections through the celebration of deaf culture and sign language, the store will also host sign language lessons and coffee workshops in sign language.

starbucks indonesia signing store

Anthony McEvoy, leader of Sari Coffee Indonesia, said the inauguration of the Signing Store is a major achievement for Starbucks Indonesia as it celebrates its 20th anniversary in the market. "The Signing Store demonstrates our commitment to creating a more inclusive and diverse work environment, and to widening access to all communities," he added.

United by the culture of sign language, this store is filled with design elements that bring communities together. The signature siren logo with Bisindo is immediately visible as customers pass the busy main road, Sudirman Street.

With the Starbucks logo with Bisindo above the main door, customers are greeted by a mural wall as soon as they enter the store and a collection of exclusive merchandise – clear cup tumblers, stainless-steel tumblers and mugs.

The elongated oval shape community table, and circle details on the floor, also symbolise the store that unites the community. There is also a four-metre-high mural painting by deaf artist, Indira Natalia, which extends more than 11 meters outside the store, depicting the warm and welcoming Starbucks experience. The signature artwork can be seen by passersby in the street.

Indira said that as a deaf artist, she is so proud to share her art with customers and partners at Indonesia's first Signing Store. "While brainstorming, I realized that Starbucks has always strived to create an environment where everyone feels welcome and belongs – and the inspiration for my work came from that, by presenting many different figures (communities) united by sign language and Starbucks," Indira said.

Starbucks landed in Indonesia 20 years ago and has since expanded to 44 cities, with more than 4,3000 employees.  In August this year, the brand opened its 500th store in Indonesia at Jalan Gatsu Mudu Taki, North Kuta, Bali. The store opening also marked the 55th drive-thru location in the market. At the same time, two years ago Starbucks opened the first Community Store in the Tanah Abang neighborhood of Jakarta, to create educational opportunities for youth in Tanah Abang.

Related articles:
Starbucks MY and The dUCk Group brew up collab to celebrate active lifestyle
Starbucks SG involved in data breach
Starbucks creates new experience Odyssey experience for loyal members
Interview: What Starbucks judge Astrid Tanggara will be looking for in Marketing Excellence Awards ID judge entries
Starbucks opens 500th store in Bali, says Indonesia key market

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window