Starbucks & The Name Thing

STAMMA targets Starbucks with Day of Action on October 26th

One of Starbucks USP is asking for a name. This has come under a challenge from STAMMA, the national charity for people who stammer, who are calling for a Day of Action on 26th October.

CEO Jane Powell said “It isn’t just that for many people saying your name can be hard – so we’d like to see other options. It is that people often get laughed at when buying a coffee, so we’re approaching the whole industry to talk about training. And of all the chains we’ve approached, Starbucks has won't engage.”

A poll of their members showed that 83% of those who stammer find it hard to say their name on demand. Interestingly, a further 6% of those who don’t stammer said they find this hard. Potentially because their names are not easily recognised. Is it time for Starbucks to welcome a more diverse world and upgrade its training.

One member wrote "Why do you have to give your name in Starbucks? Why can't it be a memorable word?! For me to say my name is something I always trip up over. If I use a different name the people I am with think I've gone mad! If my children are with me they say 'that's not your name!'".

After a consultation with members, STMMA shared a guide with all the key coffee chains to help combat this problem. The guide has been well received and brought about many conversations with the chains, but not with Starbucks.

STAMMA are inviting their members, their friends and families, to go to named Starbucks locations at 11am on Saturday, the 26th of October, make an order, so that the staff hear the just how diverse the voices of people who stammer are.

STAMMA are keen to emphasis that they're not trying to bring stores to a halt. The aim of this protest is to engage in dialogue with Starbucks and talk about how they can support any training, and perhaps look at alternative routes people can give a name - such as writing it on a post-it note.