On Friday, February 16, 2024, Starbucks, the American coffee giant, opened a new cafe in Washington, D.C.’s Union Market, which was designed to be more accessible and inclusive for customers and employees with disabilities. This cafe has power-operated doors so customers can use less effort to enter the cafe. Once customers are inside, they can place their orders with baristas using a new point-of-sale system that has an adjustable stand, voice assist, screen magnification and photos of menu items. This cafe also features lower counters, making them more accessible for wheelchair users. Behind the counter is Starbucks’ new Clover Vertica system for brewing drip coffee with a more accessible design, a large dial and protruding buttons. The store lighting is changed to minimized glare, shadows and backlighting and insulation is also improved to get ride of unnecessary noises. 

       According to Sara Trilling, President of Starbucks North America, designing for disabilities is just a good design for everybody. This cafe is designed for somebody who doesn’t speak English as a first language can still get the order right and have great services by using some visual cues to make those confirmations. Customers can actually feel the settings by touch or using light to indicate when brewing cycles and other things have been completed. Digital status boards can show customers when their drinks are ready to pick up, in addition to baristas calling out their names. All future Starbucks-owned locations will follow a similar framework.

        According to Brand Value (China) Network, an estimated one in four adults in the United States has a disability and Starbucks is working to better meet the needs of its partners, customers and communities. Starbucks plans to continue open more stores, growing by approximately 4% this year in the U.S. on a base of over 16,000, including licensed stores. Further, new company-operated stores in the U.S. are averaging unit volumes of approximately $2 million. Building and scaling an Inclusive Store Framework is central to Starbucks’ mission of connection and will lead to greater access for all.

      Starbucks, based on Seattle, was founded in 1971 and it has 32,000 stores in the world. In 1999, Starbucks entered China and as of today, it has about 6,500 stores in more than 230 Chinese cities. Starbucks can successfully attract a large customer base in China, including families, students, and older consumers, due in part to its focus on creating a welcoming and inclusive atmosphere in its stores and offering a range of products and price points to suit different budgets. Based on China Brand Value Evaluation Standard, Starbucks is the leading brand in food and beverage industry. Starbucks is expected to remain on “The World Brand Value Top 900.”

       On the ranking of “The 3rd Daguan·Keweiwei World Brand Value Top 900” released on March 18, 2023, Starbucks’  brand value was 216.185 billion RMB, ranking the 103rd.

www.bvrcn.com  品牌价值网

          "(www.bvrcn. com) Daguan · Brand Value (China) Network" defines a fair China Brand Value Evaluation Standard in the world, lead the global brand news value, create a highland for the global brand value evaluation industry, and discover the release of the "Daguan · Keweiwei" World Brand Value Top 900 ranking list. It is also the globally preferred and trusted enterprise brand information website that fairly and justly recommends global brand enterprises, achieves the influence of brand value (China) network's global brand communication. It launches heavyweight brand value information, leads global brand hotspots, links global media communication camps, and establishes new coordinates for global brand news news communication.

作者：Byron