{"id":65693,"date":"2024-05-31T08:00:00","date_gmt":"2024-05-31T07:00:00","guid":{"rendered":"https:\/\/stories.starbucks.com\/emea\/?post_type=story&p=65693"},"modified":"2025-02-11T18:14:56","modified_gmt":"2025-02-11T18:14:56","slug":"starbucks-uk-launches-industry-leading-training-programme-teaching-store-partners-british-sign-language-elevating-the-starbucks-experience-for-deaf-and-hard-of-hearing-customers","status":"publish","type":"post","link":"https:\/\/stories.starbucks.com\/emea\/stories\/2024\/starbucks-uk-launches-industry-leading-training-programme-teaching-store-partners-british-sign-language-elevating-the-starbucks-experience-for-deaf-and-hard-of-hearing-customers\/","title":{"rendered":"Starbucks UK launches industry-leading training programme teaching store partners British Sign Language, elevating the Starbucks experience for deaf and hard of hearing customers\u00a0"},"content":{"rendered":"
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\n\t\t\t\t\t\n\t\t\t\t\t\tCommunity<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\tStarbucks UK launches industry-leading training programme teaching store partners British Sign Language, elevating the Starbucks experience for deaf and hard of hearing customers\u00a0\t\t\t<\/h1>\n\n\t\t\t\n\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tMay 31, 2024\t\t\t\t\t\t\t\t<\/time>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\"\"\t\t\t<\/div>\n\t\t\t\t\n\t<\/div>\n<\/div>\n
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    • \n\t\t\n\t\t\t6 min read\t\t<\/time>\n\t<\/li>\n\t\t
    • \n\t\t\n\t\t\tMay 31, 2024\t\t<\/time>\n\t<\/li>\n\t<\/ul>\n

      The very first of its kind, Starbucks UK has launched a new training programme for its partners (employees) to learn British Sign Language, elevating the experience of deaf and hard of hearing customers and combatting the feelings of anxiety and isolation they may experience when interacting in retail settings.\u00a0\u00a0<\/p>\n<\/body>\n\n

      Made in partnership with the British Deaf Association (BDA) and tech platform Attensi, the gamified training app is an accessible, engaging way for Starbucks partners to learn everyday phrases including greetings, useful questions and beverage orders. So far, the industry leading initiative has been embraced by Starbucks partners across the UK in huge numbers.\u00a0<\/p>\n<\/body>\n\n

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      • Over 11,000 partners<\/strong> have completed the entire course\u00a0<\/li>\n<\/ul>\n<\/body>\n\n
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        • In more than 450 stores <\/strong>all <\/strong>partners have completed the training\u00a0<\/li>\n<\/ul>\n<\/body>\n\n
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          • 95% <\/strong>of partners asked said they have a better understanding of the deaf community after taking part in the training\u00a0<\/li>\n<\/ul>\n<\/body>\n\n
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            • 95%<\/strong> of partners asked said they\u2019re excited to use what they\u2019ve learned from the training in stores. \u00a0<\/li>\n<\/ul>\n<\/body>\n\n\n
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              But how did it all start?<\/strong>\u00a0<\/h4>\n<\/body>\n\n

              All of this began thanks to one incredible Starbucks partner: Toro Manca.\u00a0\u00a0<\/p>\n<\/body>\n\n

              Beginning his Starbucks journey in London in 2001 as a barista, Toro is now a District Manager for stores in south- <\/s>west London. His passion for deaf awareness and teaching British Sign Language began when he was managing Canary Wharf\u2019s Jubilee Place store, back in 2012.\u00a0\u00a0<\/p>\n<\/body>\n\n

              \u201cWe had a regular deaf customer who came into the store, and we tried our best to communicate with them, but we struggled and wanted to elevate that connection,\u201d he tells me over a coffee in the store where it all began. \u201cA lot of people see people signing and think, \u2018I would love to learn that\u2019, and I really did too, so I signed up to learn level one, which is an introduction to British Sign Language and deaf awareness.\u201d\u00a0<\/p>\n<\/body>\n\n\n

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              Toro Manca<\/em><\/p>\n<\/body>\n\n

              With the support of Starbucks, Toro soon completed levels two and three of the course, and became more and more involved with his local deaf community, making friends and learning of the hardships they face \u2013 especially when it comes to gaining employment. \u201cPeople would tell me that they couldn\u2019t get work because as soon as an employer saw a CV that stated deafness, they wouldn\u2019t even interview them.. It became this dream of mine to help support the community and help get them into work.\u201d\u00a0<\/p>\n<\/body>\n\n

              Toro went on to achieve just that after reaching out to the Royal Association for Deaf People, who supported him in hiring 10 partners across stores in London. Now, almost all of the partners in the Jubilee Place store know how to sign, and with the success of the Attensi app Toro spearheaded, hopefully other UK stores will soon follow suit. \u00a0<\/p>\n<\/body>\n\n

              \u201cWe\u2019ve used Attensi training in-store for about 4 years, and I always thought, \u2018Why don\u2019t we do deaf awareness on here?\u2019. I wasn\u2019t sure if it would work because I went to college to learn British Sign Language, and there you have a teacher and classmates to interact with. I wasn\u2019t sure how it would work on a mobile device, but we went for it. We shared our ideas with Attensi and they were super happy to try something new, as they\u2019d never done this before either. It\u2019s really worked and I\u2019m so proud that this platform is supporting partners and customers.\u201d\u00a0<\/p>\n<\/body>\n\n

              How does it work?<\/h4>\n<\/body>\n\n\n
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              Screenshots from the Attensi app<\/em><\/p>\n<\/body>\n\n

              <\/p>\n<\/body>\n\n

              \u201cWe\u2019re always up for a challenge at Attensi and this was definitely a challenging brief,\u201d Trond Aas, Attensi\u2019s CEO and co-founder says. \u201cThere really isn\u2019t a training solution to compare to this. We had to be innovative right from the drawing board and break new ground to get the right levels of participation to achieve the impact we all wanted to achieve.\u201d\u00a0<\/p>\n<\/body>\n\n

              \u201cBritish Sign Language is very expressive \u2013 we had to ensure that we could convey this in the games for a realistic and relatable experience for the learner. One of the key tests in simulation and game-based training is to achieve realistic context for the games so that people can apply the skills they have learned in the virtual world in real-life scenarios.\u201d\u00a0<\/p>\n<\/body>\n\n

              \u201cThe design phase of this project was highly collaborative and iterative. We worked closely with deaf partners working at Starbucks and the British Deaf Association to come up with innovative ways to engage employees in repetition and practice of BSL communication. It was important to us to really understand the challenges that deaf people can face in day-to-day communications and help employees master the BSL skills that can help to improve the Starbucks experience for deaf people.\u201d\u202f\u202f\u202f\u202f\u202f\u00a0<\/p>\n<\/body>\n\n

              The impact<\/h4>\n<\/body>\n\n

              Rebecca Mansell, CEO of the British Deaf Association, says that the initiative marks a \u201csignificant leap\u201d towards inclusivity, increasing awareness of the deaf community and ensuring equal experiences for all. \u201cEveryone at the BDA is incredibly proud of this collaboration \u2013 it would be amazing to use this ground-breaking training as a case study for us to campaign for more inclusive practices across all businesses,\u201d she continues. \u201cI think this is something to be incredibly proud of \u2013 Starbucks has led the way and now it is time for others to follow suit.\u201d\u00a0<\/p>\n<\/body>\n\n

              \u201cEvery day, our partners support the communities in our stores and the neighbourhoods we are part of, working to improve the Starbucks Experience<\/em> for all customers across the UK and ensure we create places where everyone feels welcome,\u201d says Alex Rayner, General Manager at Starbucks UK. \u201cI\u2019m proud to see just how many partners have chosen to learn British Sign Language as part of this pioneering new training.\u201d\u00a0<\/p>\n<\/body>\n\n

              Toro has seen the positive impacts of this initiative firsthand in store. \u201cVery often when I was working in Canary Wharf, customers would approach me and say how inspired they were leaving the store after watching deaf partners working with hearing partners and seeing how amazing they were at supporting each other,\u201d he says. \u201cFor many, it was the highlight of their day before going to the office. I also discovered that a lot of customers learnt sign language themselves, whether they were saying thank you or ordering their coffee. It made me feel so proud.\u201d\u00a0<\/p>\n<\/body>\n\n

              He goes on to point out that the potential impacts of this kind of training could be even greater: \u201cWe know that 11 million people are deaf or hard of hearing in the UK \u2013 there\u2019s such a big opportunity in that to inspire and make others feel more welcome in Starbucks stores. Inclusion always has, and always will be, so important.\u201d\u00a0<\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"

              The very first of its kind, Starbucks UK has launched a new training programme for its partners (employees) to learn British Sign Language, elevating the experience of deaf and hard of hearing customers and combatting the feelings of anxiety and isolation they may experience when interacting in retail settings.\u00a0\u00a0 Made in partnership with the British […]<\/p>\n","protected":false},"author":589,"featured_media":65741,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"starbucks_cheetahmail_notify_on_publish":false,"starbucks_aep_notified_at":0,"sbux_color_theme":"default","sbux_typography_theme":"default","byline":"Jordan 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