Berjaya Starbucks Coffee Company Sdn Bhd | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards

INSPIRATIONAL BRAND CATEGORY

Berjaya Starbucks Coffee Company Sdn Bhd

Information about the Company and Brand
Starbucks stands for being people positive, planet positive and profit positive, living its Mission and Values while working together as partners to build a different kind of company. This year, the company continued its focus on three areas that it knows it can have the most impact: leading in sustainability, creating meaningful opportunities, and strengthening its communities.

Expanding on the company’s history in sustainability and progress in reducing the impact of its business on the environment, as of October 2020, all its stores in Malaysia have adopted the use of lightweight strawless lids for iced beverages, and have replaced its single-use plastic straws with alternative material straws that are easier to recycle and compost.

Brand Elements
From the very beginning, Starbucks has a long legacy of putting its partners (employees) first and creating a culture where everyone is welcomed. In November 2019, the company opened its second Starbucks Signing Store in Burmah Road, Penang – the fourth of its kind in the world – which expands from the company’s initial Signing Store in Bangsar Village II to provide employment and development opportunities for the Deaf community.

Starbucks takes actions to strengthen its communities by listening, supporting, investing and uplifting in meaningful ways. In 2020, in light of the Covid-19 pandemic, Starbucks Malaysia worked with the local health districts around where its stores operate to donate more than 1,000 cups of coffee to frontliners which include hospital staff, police and also the non-profit organizations working directly with the underprivileged communities.

Inspiring Identity
As part of its ongoing efforts to support communities around the country amid the unprecedented impact of Covid-19, Starbucks Malaysia announced the launch of its “Goods for Good” campaign in November 2020, to thank, celebrate and reward the frontline medical and emergency staff in Malaysia.

From the year 2020 to 2021, there have been three Goods for Good campaigns that raised more than RM150,000, with the proceeds going towards organizations such as the Covid-19 frontliners, White Flag Movement (#BenderaPutih), and COVID-19 #ResponseMalaysia Fund.

RM60,000 was raised and donated to provide mental health resources for frontline medical health workers, specifically Mental Health and Psychosocial Support (MHPPS) consultation sessions through MERCY Malaysia’s Psychological First Aid (PFA) hotline platform.

Meanwhile, RM70,722 was raised and sent directly to the White Flag Movement, benefiting 205 families in Malaysia for three months which consisted of HOPE Worldwide beneficiaries, families with financial crises, low-income families and marginalized communities. Lastly, RM8,300 was raised and donated to support the emergency frontliners and essential caregivers through the Malaysia Red Crescent Society (MRCS) #ResponsMalaysia COVID-19 fund. The fund by MRCS aims to provide essential services to its frontliners, as well as to cover the cost of equipment and operations, as well as provide relief for the B40 communities.
Achievements and Impact
Starbucks has always been a force for good with a number of community initiatives, all starting from one store, one coffee at a time.

In 2019, Starbucks Malaysia partnered with the YWCA Kuala Lumpur, a non-profit organization that works for the development of women and girls irrespective of race, religion, culture, and socio-economic circumstances, to introduce the Starbucks Upcycled Flavorlock™ Pouch. These pouches were created as part of a program to upcycle its whole bean coffee packaging, and effectively reduce the carbon footprint and environmental impact associated with its business.

The Starbucks Upcycle Flavorlock™ Pouch is made from the packaging of its whole bean coffee and donated to the social enterprise made up of the graduates of YWCA’s Vocational Training Opportunity Centre (VTOC) program. Starbucks Malaysia then repurchased the completed product from YWCA to retail at its stores. For every pouch purchased, RM1 will be channelled as additional funding to advance the work that YWCA Kuala Lumpur has been doing to protect the lives and livelihoods of the young girls and women of the B40 community in Malaysia.

From 9th November to 8th December 2021, in conjunction with Starbucks Malaysia’s 23rd Anniversary, it planned to raise RM5,000 to help B40 communities in need.

Future Direction
Starbucks Malaysia announced in April 2022 that a contribution of RM374,400 (around US$90,000 will be given to the VTOC transformational project, which is a community-led initiative by YWCA Kuala Lumpur and its partners with the aim of equipping its students with the knowledge and abilities required to thrive in an ever-changing, dynamic and uncertain environment in the aftermath of Covid-19.

INSPIRATIONAL BRAND CATEGORY

Berjaya Starbucks Coffee Company Sdn Bhd

Information about the Company and Brand
Starbucks stands for being people positive, planet positive and profit positive, living its Mission and Values while working together as partners to build a different kind of company. This year, the company continued its focus on three areas that it knows it can have the most impact: leading in sustainability, creating meaningful opportunities, and strengthening its communities.

Expanding on the company’s history in sustainability and progress in reducing the impact of its business on the environment, as of October 2020, all its stores in Malaysia have adopted the use of lightweight strawless lids for iced beverages, and have replaced its single-use plastic straws with alternative material straws that are easier to recycle and compost.

Brand Elements
From the very beginning, Starbucks has a long legacy of putting its partners (employees) first and creating a culture where everyone is welcomed. In November 2019, the company opened its second Starbucks Signing Store in Burmah Road, Penang – the fourth of its kind in the world – which expands from the company’s initial Signing Store in Bangsar Village II to provide employment and development opportunities for the Deaf community.

Starbucks takes actions to strengthen its communities by listening, supporting, investing and uplifting in meaningful ways. In 2020, in light of the Covid-19 pandemic, Starbucks Malaysia worked with the local health districts around where its stores operate to donate more than 1,000 cups of coffee to frontliners which include hospital staff, police and also the non-profit organizations working directly with the underprivileged communities.

Inspiring Identity
As part of its ongoing efforts to support communities around the country amid the unprecedented impact of Covid-19, Starbucks Malaysia announced the launch of its “Goods for Good” campaign in November 2020, to thank, celebrate and reward the frontline medical and emergency staff in Malaysia.

From the year 2020 to 2021, there have been three Goods for Good campaigns that raised more than RM150,000, with the proceeds going towards organizations such as the Covid-19 frontliners, White Flag Movement (#BenderaPutih), and COVID-19 #ResponseMalaysia Fund.

RM60,000 was raised and donated to provide mental health resources for frontline medical health workers, specifically Mental Health and Psychosocial Support (MHPPS) consultation sessions through MERCY Malaysia’s Psychological First Aid (PFA) hotline platform.

Meanwhile, RM70,722 was raised and sent directly to the White Flag Movement, benefiting 205 families in Malaysia for three months which consisted of HOPE Worldwide beneficiaries, families with financial crises, low-income families and marginalized communities. Lastly, RM8,300 was raised and donated to support the emergency frontliners and essential caregivers through the Malaysia Red Crescent Society (MRCS) #ResponsMalaysia COVID-19 fund. The fund by MRCS aims to provide essential services to its frontliners, as well as to cover the cost of equipment and operations, as well as provide relief for the B40 communities.
Achievements and Impact
Starbucks has always been a force for good with a number of community initiatives, all starting from one store, one coffee at a time.

In 2019, Starbucks Malaysia partnered with the YWCA Kuala Lumpur, a non-profit organization that works for the development of women and girls irrespective of race, religion, culture, and socio-economic circumstances, to introduce the Starbucks Upcycled Flavorlock™ Pouch. These pouches were created as part of a program to upcycle its whole bean coffee packaging, and effectively reduce the carbon footprint and environmental impact associated with its business.

The Starbucks Upcycle Flavorlock™ Pouch is made from the packaging of its whole bean coffee and donated to the social enterprise made up of the graduates of YWCA’s Vocational Training Opportunity Centre (VTOC) program. Starbucks Malaysia then repurchased the completed product from YWCA to retail at its stores. For every pouch purchased, RM1 will be channelled as additional funding to advance the work that YWCA Kuala Lumpur has been doing to protect the lives and livelihoods of the young girls and women of the B40 community in Malaysia.

From 9th November to 8th December 2021, in conjunction with Starbucks Malaysia’s 23rd Anniversary, it planned to raise RM5,000 to help B40 communities in need.

Future Direction
Starbucks Malaysia announced in April 2022 that a contribution of RM374,400 (around US$90,000 will be given to the VTOC transformational project, which is a community-led initiative by YWCA Kuala Lumpur and its partners with the aim of equipping its students with the knowledge and abilities required to thrive in an ever-changing, dynamic and uncertain environment in the aftermath of Covid-19.