Industry-first training to support people who stammer from STARBUCKS

Over 10,000 baristas across the UK have already completed interactive training designed to make ordering coffee a more welcoming and inclusive experience.

In an industry-first move, Starbucks UK has partnered with STAMMA to launch a tailored training programme for its coffeehouse teams. Designed to help baristas better support customers with speech differences, the initiative has already been completed by more than half of Starbucks UK’s 18,000 baristas.

Breaking Down Everyday Barriers

Ordering a coffee is often a routine part of the day, but sharing a name or placing an order at the counter can present significant hurdles for people who stammer. Recognising that verbal interactions are core to retail and hospitality, STAMMA approached Starbucks UK to explore practical ways to make these everyday moments more accessible.

Because there is no cure for stammering, STAMMA emphasizes that the responsibility lies on businesses to adapt their systems, training, and environments.

"Creating a welcoming environment for every customer starts with listening and learning," says Sara Williams, Director Partner Resources Organisation at Starbucks UK & EMEA. "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."

Practical, Gamified Learning 

Integrated directly into Starbucks UK's gamified training platform, the module offers baristas hands-on, interactive scenarios.  Baristas learn essential facts about stammering and the common misconceptions surrounding speech differences. Baristas navigate simulated customer scenarios, earning points for supportive responses and receiving constructive feedback to refine their approach. The training builds empathy, active listening, and communication skills that baristas can carry with them far beyond their time at Starbucks.

"We are so proud of this piece of work," says Jane Powell, CEO of STAMMA. "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."

Making Small Changes for Big Impact

Feedback from baristas and customers across the UK has been overwhelmingly positive. Baristas report feeling far more confident recognizing speech differences and responding with patience and understanding. For staff on the shop floor, the practical takeaway is simple: sometimes the best support is giving someone space to speak.

"The training has been really useful in helping me understand how to better support customers who stammer," shares Lamu, a Starbucks UK barista. "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."

A Call to Action for the Retail Sector

Following the successful rollout across Starbucks UK stores, STAMMA is calling upon other high-street businesses, hospitality brands, and retailers to follow suit. By implementing practical training and adjusting customer-facing processes, businesses across the UK can help create a retail landscape that is accessible to everyone.