Starbucks launch first of its kind training to support people who stammer

Starbucks UK has launched an industry-first training programme for its coffeehouse baristas to better support customers who stammer. Created in partnership with STAMMA, the leading voice for the more than half a million people in the UK who stammer, the training has already been completed by over 10,000 Starbucks baristas in coffeehouses across the country, accounting for more than half of the 18,000 Starbucks baristas in the UK.

STAMMA has recently focused on highlighting the everyday barriers people who stammer face, particularly in retail and hospitality settings where verbal interactions are built into the customer experience. The charity approached Starbucks UK, one of the most recognisable high-street businesses where customers are often asked to share their name, to explore how practical training could help make those moments more accessible and inclusive.

Following the success of the programme, STAMMA is calling on other businesses to adopt similar training and take practical steps to make retail environments more accessible for people who stammer or have other speech differences. There is no cure for stammering, which is why STAMMA is urging business to ensure that their systems and processes are accessible.

“Creating a welcoming environment for every customer starts with listening and learning. We worked with STAMMA to understand the real challenges people who stammer face in everyday interactions. I’m incredibly proud that, together, we’ve been able to turn that insight into practical training for our baristas across the UK.” said Sara Williams, director partner resources organisation, Starbucks UK & EMEA.

“We are so proud of this piece of work, to have an iconic brand like Starbucks proactively providing training around stammering is a world first; until now stammering simply hasn’t been seen as a disability issue to take seriously. We’re delighted with the training which will have a real-world impact on customers who stammer,” said Jane Powell, CEO, STAMMA.

“The training has been really useful in helping me understand how to better support customers who stammer. Sometimes your instinct is to fill a pause in conversation, but that isn’t always helpful. It’s taught me to be more aware of how I engage with customers and how small changes can help make sure everyone feels comfortable and welcome in our coffeehouses.” said Lamu, barista, Starbucks UK.

The training is part of Starbucks ongoing commitment to create a welcoming coffeehouse experience for all customers. It has been integrated into its gamified training platform for UK coffeehouse baristas helping them to develop skills they need for the workplace and that they can take beyond the apron. Within the training, baristas learn key facts about people who stammer and how best to create a welcoming, supportive environment. Crucially, baristas then have the chance to put that learning into practice, receiving feedback on how they choose to approach different situations, winning points for getting responses correct and receiving guidance on how to improve if they don’t.

Since its rollout, feedback from Starbucks baristas and customers in the UK has been overwhelmingly positive, baristas have reported they feel more confident in recognising and responding to the needs of customers who stammer. The initiative highlights the impact small, practical changes in customer interaction can have in creating a more inclusive experience for all.