Starbucks and Alshaya Group have launched the first sign language stores in Saudi Arabia, located in Riyadh, in partnership with the LiajLehum Association for Persons with Disabilities. The initiative aims to create inclusive spaces for the deaf and hard-of-hearing community and provide specialized training to Starbucks employees in Saudi Sign Language. The first store opened at Al Takhassousi – Awal Plaza, with a second location at Riyadh Boulevard Reserve already hosting inclusive events.
The opening was attended by Prince Faisal bin Abdulrahman bin Farhan Al Saud, CEO of LiajLehum, alongside Starbucks and Alshaya Group leadership. This development underscores a growing commitment to accessibility and social inclusion within the Saudi Arabian business landscape, aligning with the country’s Vision 2030 goals.
Expanding Accessibility with Sign Language Stores
The new Starbucks locations represent a significant step towards greater inclusivity for individuals with disabilities in Saudi Arabia. Over 36 hours of Saudi Sign Language training have been completed by Starbucks partners, enabling them to better serve deaf and hard-of-hearing customers. This training focuses on facilitating seamless communication and creating a welcoming environment for all.
According to Alshaya Group, the initiative is part of a broader effort to create employment opportunities for people with determination across its Starbucks stores in the Kingdom. This commitment extends beyond customer service to include building a diverse and representative workforce.
Alignment with National Vision
The launch of these stores directly supports Saudi Arabia’s Vision 2030, which prioritizes social inclusion and economic empowerment for all citizens. It also complements the Quality of Life Program’s objectives of developing accessible environments. The project demonstrates a public-private partnership focused on achieving national goals related to diversity and sustainable development.
Prince Faisal bin Abdulrahman bin Farhan Al Saud emphasized the importance of the collaboration, stating it reaffirms a commitment to empowering the deaf and hard-of-hearing community through improved communication and societal integration. LiajLehum has a long history of supporting families across Saudi Arabia, providing services like rehabilitation and job placement.
Robert Hardie, Starbucks’ Vice President of Brand & Customer Experience, highlighted that the stores are more than just places to purchase coffee; they are vital hubs for connection and opportunity. He noted the value of LiajLehum’s expertise in delivering the necessary training and tools for an inclusive customer experience.
This expansion of signing stores builds on Starbucks’ global network, which includes locations in Malaysia, the United States, China, Japan, and Kuwait. The Kuwait store, opened in May 2025, represents the latest addition to this international network dedicated to accessibility. These stores share a common goal of providing tailored support and employment pathways for individuals with hearing impairments.
Alshaya Group operates more than 2,000 Starbucks stores across 13 countries in the Middle East, North Africa, Europe and Central Asia. The company focuses on integrating Starbucks’ global standards with local market understanding to deliver a consistent and high-quality customer experience. This latest initiative demonstrates a commitment to inclusive customer service and community engagement.
Looking ahead, Alshaya Group and Starbucks plan to expand the number of partners trained in Saudi Sign Language and increase employment opportunities for individuals with disabilities within their network. The success of the initial two locations will likely inform the rollout of this program to other stores in the Kingdom, though a specific timeline for further expansion remains uncertain. Monitoring the impact of these stores on both customer satisfaction and employee diversity will be key to assessing the long-term viability of the initiative.
