On October 23, 2018, Starbucks made history in the United States by opening its first café where staff communicate primarily in American Sign Language (ASL). Located in Washington, D.C., this unique café aims to provide a welcoming space for the Deaf and hard-of-hearing community, inspired by a successful concept in Malaysia. The initiative reflects Starbucks’ ongoing efforts to promote inclusivity and accessibility in everyday experiences.
A Café Where Signs Speak Louder Than Words
At first glance, the Starbucks in Washington looks like any other branch in the city: clean, modern design, green aprons over black shirts, and shelves filled with pastries and coffee. However, inside, there is a noticeable difference. The atmosphere is calm, and the majority of conversations and orders are conducted entirely in ASL. Customers place orders, chat with friends, and interact with staff using visual language, creating an environment that is both accessible and respectful.
For many Deaf customers, this is a significant change from typical coffee shops. Rebecca Witzofsky, a 20-year-old student at Gallaudet University—one of the few universities in the world dedicated to Deaf and hard-of-hearing students—explains the importance: “In a regular Starbucks, I either try to speak and hope they understand me or show my order on my phone. Here, your name appears on a screen when your drink is ready. You don’t have to strain to hear or explain yourself.”
Inspired by Malaysia’s Example
The Washington Starbucks café follows the model of a similar outlet opened in Kuala Lumpur, Malaysia, in 2016. Students and young adults from the Deaf community, like Rebecca and her friend Nikolas Carapellatti, were eagerly awaiting its opening. The café provides a space where Deaf individuals can socialize, eat, and interact without barriers. “It gives Deaf people a place outside of campus to connect and relax,” Rebecca says. This type of initiative helps build a sense of community and inclusion, offering experiences that many take for granted.
Unique Features of the Café
This Starbucks café incorporates multiple elements to celebrate Deaf culture and make the space engaging for both Deaf and hearing visitors. A “sign of the week” board teaches simple ASL gestures, such as the sign for coffee, where two fists rotate against each other. Customers can purchase large cups designed by a Deaf artist, and the café features an ASL transcription of the Starbucks logo.
The Broader Context
The opening of the ASL Starbucks comes after a challenging period for the company. Earlier in 2018, Starbucks faced criticism after two African American men were arrested in a Philadelphia café, prompting calls for a boycott. The company temporarily closed its 8,000 U.S. stores for racial bias training and later apologized, emphasizing its commitment to equality and inclusion.
This ASL café represents a proactive step toward accessibility, showing that Starbucks is investing in more than just coffee—it is also promoting social inclusion. By hiring Deaf and hard-of-hearing staff and creating an environment where everyone can communicate comfortably, Starbucks highlights how businesses can adapt to serve diverse communities.
Similar Initiatives Abroad
France has also seen Deaf-friendly establishments. In Toulouse, “L’Oreille Cassée,” opened on August 7, 2018, is run by two Deaf managers. Customers order tapas using hand signs, eliminating the need to shout or rely on hearing staff. The restaurant-bar quickly gained popularity, demonstrating a growing interest in spaces designed for accessible communication.
Conclusion
The Starbucks ASL café in Washington, D.C., is more than just a coffee shop. It is a space that empowers the Deaf community, promotes social interaction, and encourages understanding between Deaf and hearing people. With features that celebrate Deaf culture and staff trained in ASL, the café provides a model for inclusivity in public spaces. Similar initiatives worldwide, like the Deaf-run restaurant in Toulouse, show that businesses can create welcoming environments that bridge communication gaps. By opening its doors to this innovative concept, Starbucks sets an example for other companies to follow, proving that accessibility and community can go hand in hand—even over a cup of coffee.
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