A sign of empowerment

STARBUCKS Malaysia leads the way in empowering the less-abled community with the re-opening of its Bangsar Village II store, now dedicated to and specialising in the empowerment and employment of the deaf and hard of hearing community.
The new store is the first of its kind among Starbucks stores across the world, further reinforcing Starbucks’ commitment to building a company where inclusion is its core and everyone is welcome.
FIRST SIGNING STORE
The Bangsar Village II outlet, otherwise known as “the signing store”, is committed to actively employ members of the deaf community. These partners (employees) will receive the same treatment, pay, benefits and training as any other Starbucks’ partner.
A year-long journey came to an end last month when the signing store began operations. Currently, there are 13 partners at the signing outlet; of this number, 10 are deaf partners, one of whom holds the position of shift manager – Aizad Ariffin (pix).
EMPOWERMENT AND AWARENESS
Starbucks Malaysia partnered with the Society of Interpreters for the Deaf (SID) to facilitate the hiring, training and coaching of its deaf partners. Hearing partners at the signing store were also taught Malaysian Sign Language to enable better communication with their deaf partners. SID also trains hearing partners at the local Starbucks Support Centre as preparation to recruit and train more deaf partners in the near future.
Recently promoted, Aizad holds the honour of being the first deaf shift manager at Starbucks Malaysia. The determined young man began his career with Starbucks three years ago as a barista, and is now working towards his goal of becoming the first deaf store manager with the coffee company.
“This store has a special place in my heart. At Starbucks, deaf partners work in front and not behind a wall. We receive the same training as hearing people and we get the same opportunities for promotion ... just like me,” signed Aizad during the launch.
“It’s an incredible feeling to share my journey and help develop other deaf partners. My next goal is to deepen my coffee expertise by becoming Starbucks Malaysia’s first deaf Coffee Master.”
IMPACT AND ALTER
At the official launch of the signing store, Aizad led guests through a coffee tasting session using Malaysian Sign Language. An interpreter translated the instructions for hearing guests.
Starbucks Bangsar Village II store manager Evonne Lo, who had to go through an intensive Malaysian Sign Language course, shared her experience managing the first Starbucks Signing store.
“So far, we have not received any complaints. Instead, we have received many compliments from customers who have all been patient with our service, which is slightly longer compared with other Starbucks’ stores,” said Lo.
Shared Starbucks Malaysia and Brunei managing director Sydney Quays (pix) at the event: “We knew it would be a tough journey, but we had a very dedicated team who knew it could definitely be done. We hope, with the opening of this store, we will be an example to other companies out there.
“We as a society should be able to provide something for (members of) the less abled community to ensure that they can sustain themselves through life and grow with the company.”
CHALLENGING THE STATUS QUO
Quays said that the opening of this store is not founded on a corporate social responsibility undertaking. “It is a career development opportunity for our deaf partners and we hope to expand to other states as well,” added Quays.
Berjaya Corporation Berhad founder Tan Sri Vincent Tan was present at the event, along with Deputy Women, Family and Community Development Minister Datuk Hajah Azizah and Berjaya Group chairman and CEO Datuk Sri Robin Tan (pix).
“When Robin mentioned that Starbucks was opening a signing store, I thought it was a fantastic idea,” shared Tan at the launch.
“After seeing this, I told him that we need to look at our other businesses and consider doing the same. I also told Sydney [Quays] that the next one will have blind partners. It is possible,” Tan stated.
NEW EXPERIENCES
Customers at the Starbucks Signing Store at Bangsar Village II will notice that the “Starbucks Experience” is delivered in a completely different way.
The usual greeting and sounds of Starbucks baristas calling out to customers is replaced by sign language. Customers will be presented with a menu card for them to mark and place their orders. The card is passed back to the barista at the cashier, upon which customers will receive a number on their receipt after payment. Order numbers are displayed on a screen to inform customers when their order is ready.
Starbucks Malaysia has a proud history of empowering the under-represented members of society in the workplace.
The Starbucks VIP Programme was introduced last year to attract mature partners over the age of 55 years. There are currently more than 10 VIP partners working with Starbucks Malaysia, the oldest being 73 years old.
Simple etiquette when communicating with the deaf and hard of hearing
► To get a deaf person’s attention, tap him or her on the shoulder.
► Don’t barge into a deaf person’s house because you think they can’t hear the doorbell.
► Never try to correct a deaf person’s signing or lecture them that they don’t sign the way your instructor does.
► Don’t initiate a conversation about a deaf person’s hearing loss unless you know them well enough. Asking such questions implies that you think of the person as broken or inferior.