- ASL training bridges communication gaps across Tim Hortons UAE teams.
- Deaf and hearing employees learn side by side in inclusive workshops.
- CSR initiative reflects strong commitment to diversity and accessibility in retail.
- Leaders praise program for fostering empathy, culture, and community connections.
In mid-July, the aroma of coffee at Tim Hortons UAE came with something richer than caffeine. Over two days, forty employees from across the brand, both Deaf and hearing, gathered not for latte art but for lessons in American Sign Language. The sessions, spearheaded by Apparel Group and Maseer Initiatives, turned training rooms into hubs of connection and cultural understanding.
Inclusion in retail is not just a buzzword. It is a practical commitment that impacts customers and staff in real time. For Apparel Group, this ASL awareness event fits seamlessly into a broader strategy of diversity, equity, and accessibility across its portfolio of brands. Participants walked away with skills to engage Deaf customers more confidently, from basic greetings to handling nuanced service requests.
The training was delivered by Maseer Initiatives, a UAE-based social enterprise known for creating socially impactful experiences. The workshops balanced Deaf culture education with hands-on practice, ensuring the learning was immersive and immediately applicable in a retail setting.
Neeraj Teckchandani, CEO of Apparel Group, called inclusion a “fundamental driver of innovation,” commending his team for embracing the program’s goals. Bedour Saeed Al Raqbani, CEO of Maseer Initiatives, highlighted the symbolic power of Deaf and hearing employees learning together, describing it as a “celebration of connection, culture, and community.”
Participants were equipped with:
- Key ASL phrases for customer service interactions
- Strategies for inclusive and accessible service delivery
- Insights into Deaf culture and etiquette in public spaces
- Awareness of assistive tools to enhance accessibility
These skills are not just theoretical. In a busy café environment, being able to take an order in ASL can turn a simple transaction into a meaningful interaction that builds loyalty and trust.
With this initiative, Apparel Group, Tim Hortons UAE, and Maseer Initiatives have proven that inclusivity can be brewed into the daily culture of retail. By investing in communication skills and cultural awareness, they are not only serving coffee but also building bridges. For customers, that means more than good service. It means being seen, heard, and valued!
