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Starbucks Indonesia opens first Signing Store
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Indonesian Sign Language and writing pads are used at the country’s first Starbucks Signing Store, which aims to create equal opportunities and an inclusive customer experience.
T
he first Starbucks Signing Store has opened its doors in Jakarta, Indonesia, dedicated to the deaf, hard of hearing, and sign language communities. The Jakarta store is the Seattle-based global coffee chain’s 17th signing store in the world.
Designed with inclusivity and accessibility at its core, customers who visit the Starbucks Tata Puri Community Store at Jl. Tanjung Karang No. 3 in Kebon Melati subdistrict, Tanah Abang, Central Jakarta, will be served by deaf and hard of hearing baristas proudly wearing the green apron.
Deaf baristas wear green aprons embroidered with sign language gestures spelling out “Starbucks”, while employees who can use Indonesian Sign Language, or Bahasa Isyarat Indonesia (Bisindo), wear an “I Sign” pin. Paper notepads are also available for customers to write down their beverage and food orders.
The new store also offers a community area for members of the deaf community to support and conduct the programs of the Indonesian Association for the Welfare of the Deaf (Gerkatin) and the Indonesian Sign Language Center (Pusbisindo), the two organizations Starbucks has partnered with to support sign language education for the wider public in Indonesia.
To encourage a culture of human connection by celebrating deaf culture and sign language, Starbucks Signing Store is also hosting sign language lessons and coffee workshops that use sign language.
“The inauguration of the Signing Store is a major achievement for Starbucks Indonesia as it celebrates its 20th anniversary in the country,” said Anthony McEvoy, CEO of PT Sari Coffee Indonesia, Starbucks’ licensee partner in Indonesia.
“The Signing Store demonstrates our commitment to creating a more inclusive and diverse work environment and to widening access to all communities,” McEvoy added.
Anastasia Dwiyani, senior general manager human capital at PT Sari Coffee Indonesia, said the company was delighted to see the enthusiasm among the deaf and hard of hearing community during its hiring process.
“More than 150 people applied from across the country. The baristas who were selected are a diverse group, including a former swimming para athlete and [a number of] fashion models,” said Anastasia.
“As with all our partners [employees], we are excited to help nurture their talent and advance their career opportunities,” she added.
United by sign language, the Starbucks Tata Puri Community Store is filled with design elements that bring communities together. The signature Starbucks Siren logo and Bisindo equivalent is immediately visible from the busy thoroughfare of Jl. Sudirman.
The Starbucks® logo and Bisindo equivalent above the main door welcomes customers as they enter to be greeted by a wall mural and a shelf of exclusive merchandise: clear tumbler cups, stainless steel tumblers and mugs. The elongated oval community table and circle details on the floor also symbolize the store’s aim to unite communities.
The most notable feature is the 4-meter-high mural painting by deaf artist Indira Natalia, which extends more than 11 meters outside the store for passersby to enjoy also, depicting the warm and welcoming Starbucks experience.
“As a deaf artist, I am so proud to share my art with customers and partners at Indonesia’s first [Starbucks] 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, presenting many different figures [to represent communities] united by sign language and Starbucks,” said Indira.
“Art can break boundaries and unite people, just like the connection people share when they drink coffee. There are many ways to communicate and connect people from diverse backgrounds, and at Starbucks, coffee makes this happen.”
Since Starbucks opened its first store in Plaza Indonesia 20 years ago, the coffee chain has expanded to 44 cities across the archipelago, with more than 4,300 employees partners now donning the green apron with pride.
On its mission to make a difference in the lives of people connected with Starbucks, the company strives to create a positive impact in the communities it serves. In 2020, Starbucks opened the first Community Store in Tanah Abang to create educational opportunities for the local youth.
