Starbucks opens first Signing Store in Vietnam

Starbucks Vietnam has launched its first ‘Signing Store’ in Ho Chi Minh City, marking a departure from its traditional strategy of occupying high-traffic main streets and shopping centers. Located in an alley on Cao Thang Street, the new outlet focuses on providing a quiet environment for customers seeking a retreat from urban traffic.

The store features a unique operational model where a large portion of the staff are deaf or hard of hearing. To facilitate communication, the store utilizes sign language, digital ordering tablets, and digital screens to track order status, reducing barriers between customers and employees. Staff members are identified by blue aprons and specific badges.