Building Inclusive Spaces: Starbucks Announces New Accessibility Guidelines for its U.S. Store Portfolio
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Starbucks' introduction of the Inclusive Spaces Framework represents a strategic investment in enhancing the customer experience, which can have a ripple effect on brand loyalty and market share. By proactively addressing the needs of the disabled community, which comprises an estimated 25% of U.S. adults, Starbucks is expanding its customer base and potentially increasing store traffic. This initiative could also lead to positive brand differentiation, as inclusivity becomes a more significant factor in consumer decision-making.
Moreover, the commitment to open-source the framework may position Starbucks as a leader in retail accessibility, potentially influencing industry standards. This leadership could translate into competitive advantage and bolster Starbucks' corporate social responsibility profile. As the company continues to grow its store footprint by 4% annually, the focus on inclusion may enhance the appeal of new locations and support the strong unit economics reported, such as the $2 million average unit volumes and 50% ROI for new stores.
The financial implications of the Inclusive Spaces Framework for Starbucks are multifaceted. On one hand, the investment in accessible store features could lead to incremental capital expenditures in the short term. However, these costs must be weighed against the long-term benefits of tapping into an underserved market segment. The framework's potential to drive incremental sales through increased accessibility could improve the already robust unit economics of new stores.
From an investor's perspective, the announcement aligns with Starbucks' 'Triple Shot strategy', which emphasizes growth, innovation and an enhanced customer experience. The strategy's success is reflected in the company's ambitious store expansion plans and strong ROI figures. Investors should monitor the performance metrics of stores utilizing the Inclusive Spaces Framework to assess its impact on the company's overall financial health.
Starbucks' Inclusive Spaces Framework could set a new benchmark for disability inclusion in the retail sector. By collaborating with a diverse community of customers, partners and accessibility experts, Starbucks is not only enhancing its stores but also contributing to the discourse on inclusive design. The move to open-source the framework indicates a commitment to industry-wide change, potentially leading to a broader societal impact beyond Starbucks' direct influence.
The initiative may also foster a more inclusive work environment for Starbucks' partners (employees), which is critical for employee satisfaction and retention. By improving the partner experience through accessible equipment and store designs, Starbucks is likely to see benefits in terms of productivity and employee engagement, which are key drivers of business success.
The company will leverage its growing store footprint to support access and inclusion for the partners, customers and communities it serves
A new store in
The Inclusive Spaces Framework was created in partnership with a diverse community of customers, partners and accessibility experts to develop scalable solutions for retail spaces. Moving forward, all newly built and renovated Starbucks company-operated stores in the
“At Starbucks, we have challenged ourselves to imagine what’s possible when we take a closer look at the many ways our partners and customers interact with us and experience our stores every day,” said Katie Young, senior vice president of store operations. “Building and scaling an Inclusive Store Framework is central to our mission of connection and will lead to greater access for all.”
An estimated one in four adults in
As Laxman Narasimhan, chief executive officer of Starbucks, shared during the recent Q1 FY24 earnings call, the company is bullish on new store openings and their strong unit economics. Starbucks plans to continue open more stores, growing by approximately
Starbucks Debuts Inclusive Spaces Framework in
The first Starbucks store to be built using the Inclusive Spaces Framework guidelines opens on Friday, Feb. 16. in
Bringing the Inclusive Spaces Framework to Life
The Inclusive Spaces Framework aims to bring more inclusive innovation in physical and digital spaces, while enabling Starbucks to scale the accessibility across its store portfolio.
Some of the physical and digital features that Starbucks will begin to incorporate include:
- Updated Point-of-Sale (POS): The updated point-of-sale (POS) system is customized to meet the needs of more partners and customers. It’s now portable for improved ease of use with customers, has an adjustable angle stand for better visibility, an intuitive and customizable layout, offers voice assist and screen magnification, shows images of menu items to support language diversity and provides visual order confirmation to help ensure order accuracy.
- Customer Order Status Boards: Customer order status boards will offer customers visual update on where their order is in the process, and when it’s ready to be picked up – providing multiple ways of communicating.
- Power-Operated Doors: Wherever possible, doors to store entrances will include a longer vertical push button that is easier to activate from more heights and angles, designed to reduce the effort required to open the door.
- Optimized Acoustics and Lighting: Acoustics and lighting features help create a more inclusive auditory and visual experience for customers and partners. Stores will use materials to reduce unwanted background noise and reverberation that can interfere with assistive devices like hearing aids, and lighting that minimizes glare, shadow patterns and backlighting that can impede visual communication.
- Inclusive Equipment Design: Starbucks Clover Vertica™ brewer was built to include a more accessible store experience for our partners including design features such as a larger dial and button that protrude for a more accessible reach and visual and haptic confirmation, including a light to notify when brewing is complete.
- Paths of Travel: Store designs will create a continuous, unobstructed pedestrian path, allowing people to approach, enter, explore, enjoy and exit the store with ease where possible. This includes open sightlines, barrier free pathways with more accessible wayfinding to accommodate varying heights, distances and iconography.
- Connection: To nurture a culture of connection between customers and partners, counters are lower with overhangs to accommodate wheelchair access and support better communication when picking up food and beverages.
“Starbucks opening of their new store built with inclusive design elements is a big moment as we try to make retail spaces more accessible and inclusive,” said Tony Coelho, a former
Upholding a culture of warmth and belonging
Since the earliest days of the company, Starbucks has worked to create a culture of warmth and belonging in its stores – a place where everyone is welcome. This includes Starbucks collection of artwork featured at stores that celebrate community, 18 Signing Stores across the globe, free access to free Aira services that help blind or low vision customers navigate the cafes and Disability Advocacy Partner Network (employee resource group) which has contributed to the success of Starbucks partners and the company since 2016.
About Starbucks
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 38,000 stores worldwide, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at http://news.starbucks.com or www.starbucks.com.
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Starbucks Contacts, Media
Betsy McManus
Phone: 845.893.3454
Email: bmcmanus@starbucks.com
Danielle Winslow
Phone: 206.572.0597
Email: dwinslow@starbucks.com
Source: Starbucks Coffee Company
