Starbucks launches signing store experience in Kuwait to help deaf and hard of hearing community

01 May 2025

Starbucks at Alshaya, is proud to introduce a Signing Store experience at its flagship location in Grand Avenue, The Avenues in Kuwait. This marks the first Signing Store in the Middle East, and an important milestone in Starbucks’ journey towards creating a more inclusive and accessible environment for all customers and partners, particularly the deaf and hard of hearing community.

This transformation significantly enriches the customer experience. A select group of Starbucks baristas at the Grand Avenue location have completed comprehensive training in Kuwaiti Sign Language (KSL), conducted by Kuwait Maastricht College of Management, equipping them to serve deaf and hard of hearing customers with warmth, clarity, and respect.

This initiative is part of Starbucks’ broader mission to foster an environment where everyone feels seen, heard, and valued—aligning with the company’s global belief that inclusion strengthens communities and drives human connection.

Mohammed Mahmoud, Senior Vice President of Starbucks at Alshaya Group, commented: "At Starbucks, our stores are more than just places to get coffee—they're spaces for connection. The launch of this Signing Store at The Avenues reflects our unwavering commitment to inclusion and diversity. We are honoured to support our partners as they develop new skills that help break communication barriers and make every customer feel at home."

Jaber Al-Kandari, sign language instructor at Kuwait Maastricht College of Management, said: "Training the baristas was not just about teaching signs—it was about building empathy, raising awareness, and creating real understanding. The team embraced the training with enthusiasm, and I’m incredibly proud of the connections they’re now able to build with the deaf community. By learning Kuwaiti Sign Language, the baristas now provide a more inclusive experience, reflecting Starbucks’ commitment to a welcoming and accessible environment for all."

Starbucks’ Signing Store experiences have been implemented in select locations worldwide, including the United States, China, and Malaysia. Kuwait now proudly joins this growing network of stores that serve as champions of inclusion and accessibility. As the first of its kind in the Middle East, the latest initiative by Starbucks and Alshaya Group reflects their shared values and commitment to empowering all people, regardless of ability.