A grande gesture

By Daniela Walker 25 : 03 : 2016 Conviviality Culture : Starbucks : Community

New York – Starbucks’ latest outpost looks to serve its community more than just a cup of coffee.

The store offers on-site training to teenagers and young adults in the Jamaica neighbourhood in Queens
The nationwide initiative will be rolled out across 14 US locations

At first glance, the store looks like a normal Starbucks, right down to its menu of foamy Macchiatos and frozen Frappuccinos. But the space features an extra room designed specifically for educational workshops and training.

The brand, in collaboration with Queens Community House and YMCA’s Y Roads Centers, will use the space to offer customer service and retail training.

‘Throughout Starbucks’ 45 years, we have challenged ourselves to create opportunities for our partners and the communities we serve,’ says Rodney Hines, director of global responsibility at Starbucks. ‘By making a long-term investment in the form of new stores, we hope to play a meaningful role in supporting ongoing efforts to transform these vibrant communities.’

The Big Picture

The arrival of a Starbucks store is often seen as a sign of approaching gentrification, but the brand’s new initiative extends an olive branch to the community and offers educational opportunities not normally associated with a global brand. For more on brands and retailers that are embracing the community, see our Conviviality Culture macrotrend.