Starbucks partners with NCT to launch official Parent-Friendlly Places Charter
Starbucks adopted the parenting charity's Parent Friendly Places Charter, pledging to provide a parent-friendly environment in 800+ stores across the country.
The NCT Charter commits to ensuring a supportive environment for parents, particularly when it comes to feeding their child whether by breast, bottle or high chair – or a mix of all three.
A training programme, designed by qualified professionals from NCT, has been delivered by Starbucks to its baristas across the country. The training increases understanding of the needs of parents with young children or babies so parents can feel confident to ask for help where needed. Starbucks stores will display the NCT Parent Friendly Places badge via a window sticker, alongside the Charter.
Dr. Sarah McMullen, Head of Research and Quality at NCT said: “We are proud to launch the first Parent Friendly Places partnership on the High Street with Starbucks, so that parents with young children feel welcome and supported when they walk into a store.
“We know from our members, that many struggle with unwanted attention and comments on their feeding method whether it’s by breast, bottle or in a high chair, when out and about with their baby or child. It’s important that parents feel reassured they have the support of staff and won’t be judged. We also know that it can be a challenge for establishments to understand and assist with the needs of parents with very young children.
“We believe this Charter will address the challenges parents face on the High Street and hope that other retailers will follow suit in becoming more parent-friendly.”
Rhys Iley, vice president of operations for Starbucks EMEA said: “We want all of our customers to have a good experience at Starbucks and we recognise that parents out on their own with very young children, sometimes for the first time, appreciate some support.
Our collaboration with NCT and its members builds on our existing customer service principles and through working with NCT we have already refreshed our training and improved our facilities.
“We hope parents of young children visiting our stores will let us know, there and then, if there is anything we can do to improve their experience. We welcome feedback as this is just the start of an evolving collaboration with NCT and its members.”
