Business

How Starbucks is revamping US coffee shops to be more ‘inclusive’

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Social Links for Shannon Thaler
Published Feb. 16, 2024, 10:21 a.m. ET

Starbucks said it’s rolling out a revamped look across its US chain of 16,300-plus locations in order to make the coffee-ordering experience more accessible and “inclusive”.

Washington DC’s Union Market Starbucks debuted the new design on Friday, and it includes power-operated doors and a new point-of-sale system that’s portable and boasts an adjustable angle stand, voice assist, screen magnification and photos of menu items.

“Imagine somebody who doesn’t speak English as a first language, and you’re trying to make sure that you’re getting [the order] right and providing great service. You’ll have an opportunity through some visual cues to make those confirmations,” Starbucks North America Sara Trilling told CNBC.

Countertops are also lower with overhangs, making them more accessible for wheelchair users or customers with service dogs — part of what Starbucks calls its Inclusive Spaces Framework.

Starbucks announced that its rolling out a more inclusive and accessible design across its US portfolio of 16,300-plus stores. The revamped look debuted at the java giant's Washington DC location, in Union Market, on Friday.
Starbucks announced that its rolling out a more inclusive and accessible design across its US portfolio of 16,300-plus stores. The revamped look debuted at the java giant’s Washington DC location, in Union Market, on Friday. Starbucks
The more-accessible design includes countertops with overhangs, which Starbucks said will better accommodate customers with wheelchairs or service dogs.
The more-accessible design includes countertops with overhangs, which Starbucks said will better accommodate customers with wheelchairs or service dogs. Starbucks

Starbucks also made the behind-the-counter experience more accommodating for staffers with disabilities with its new Clover Vertica system for brewing drip coffee, which boasts a larger dial and protruding buttons, plus lights that indicate when the coffee is done.

And when orders are ready, it will be displayed on a large status board at the end of the bar to provide a visual cue.

Starbucks has also optimized acoustics in its new design for customers that are hard of hearing by using materials that “reduce unwanted background noise and reverberation that can interfere with assistive devices like hearing aids,” according to a press release.

New, softer lighting features will also minimize glare, shadows and backlighting that can make it more difficult to see.

In addition, floor plans will be entirely barrier-free with open sightlines.

The new Clover Vertica system is a more inclusive coffee machine, with large dials, protruding buttons and lights that indicate when coffee is done brewing.
The new Clover Vertica system is a more inclusive coffee machine, with large dials, protruding buttons and lights that indicate when coffee is done brewing. Starbucks

Starbucks plans for its entire US chain — including the more than 600 new stores it plans to open this year — to follow the same footprint.

Trilling insisted to CNBC that building a more accessible customer experience won’t be more expensive than the Seattle-based java giant’s current design.

“I think about it as something that’s going to help us in terms of customer connection. It’s going to help us in terms of employee engagement,” she said.

A spokesperson for Starbucks told The Post that the Inclusive Spaces Framework will also “help us expand independence, choice and ease for all people across physical and digital spaces.”

Starbucks' new floor plans will be barrier-free, will have softer lighting and will boast materials that reduce background noise -- a benefit to customers with hearing aids.
Starbucks’ new floor plans will be barrier-free, will have softer lighting and will boast materials that reduce background noise — a benefit to customers with hearing aids. Starbucks

The chain has also recently announced a new addition to its menu: olive oil-infused Oleato beverages, which began rolling out nationwide on Jan. 30.

The specialty drinks are infused with Partanna extra virgin olive oil — a combo that has sparked reports of some unfortunate stomach issues.

“Half the team tried it yesterday and a few ended up … Needing to use the restroom, if ya know what I mean … I’m honestly scared to try it because I already have stomach/bowel problems,” wrote a supposed Starbucks barista after the drinks’ launch in a subreddit thread titled “Olive oil drinks.”  

The line includes the Oleato caffe latte, made with its blonde espresso roast infused with extra virgin olive oil steamed with oat milk; the Oleato ice shaken espresso, with notes of hazelnut, espresso, oat milk and olive oil; and a cold brew variety made with extra virgin olive oil, milk foam and cold brew.