スターバックス・メキシコの地域活性化に向けたソーシャル・インベストメント

Starbucks Mexico has embraced the role of a change agent in its efforts to combat social inequality. Through social investments, community programs, partnerships with foundations, and strategies to empower its employees, the company—globally led by Brady Brewer, CEO of Starbucks International and president of The Starbucks Foundation, and operated in Mexico by Alsea—is positioning itself as a business model that champions economic growth alongside humanity.

In this regard, Brewer and Christian Gurría, CEO of Alsea, provided information to the press at an event held this Wednesday in Mexico City. During the encounter, in which Líder Empresarial participated, they shared the vision, motivations, and impact of the social strategy that Starbucks is promoting in Mexico, which will be strengthened in 2026 with new investments and programs aimed at transforming entire communities.

The Humanistic Philosophy Guiding Starbucks Mexico

Brady Brewer does not hesitate when asked why he has remained with the company for almost 25 years. His answer reflects the essence of the brand:

“I came to Starbucks for the mission, and I have been here for the values… because it is a company where we believe in this idea of performance through the lens of humanity.”

For Brewer, Starbucks is much more than economic growth. It is proof that a business can be successful while creating deep human connections:

“We want to grow, to be a successful, driven, high-performing company… but through the lens of humanity means that we care about the people who work at Starbucks, and the community around our stores.”

The brand serves 100 million customers worldwide each month, and each cup, says Brewer, is an opportunity to brighten someone’s day:

“If we treat someone with respect and belonging, we can uplift 100 million people a month. And the world needs it.”

This conviction translates into programs for inclusion, community support, sustainable food, and youth empowerment—initiatives that do not originate from Seattle, Brewer clarifies, but from active listening with Alsea and Mexican partners:

“We do not decide in Seattle what to do in Mexico. We talk with Alsea, with the store partners, and we say, what is most important for Mexico? It is their choice; we support.”

One of the strongest commitments for 2025 is Starbucks Mexico’s collaboration with the World Food Programme (WFP), supported by The Starbucks Foundation and Fundación Alsea.

Christian Gurría announced that, from December 8th to 14th, a percentage of sales in the country will be donated to this global cause:

“Between December 8th and 14th, a percentage of sales will be donated to the World Food Programme… We want to continue supporting these causes in collaboration with the United Nations.”

This initiative is part of the brand’s commitment to access to adequate nutrition, especially in vulnerable communities:

“As a food and beverage company, offering the community the opportunity to have a sustainable nutritional life is fundamental,” added Brewer.

Community at the Center: Projects Born from the Stores

For Alsea, the operator of the brand in Mexico since 2002, Starbucks has been an inspiration that has transcended coffee to permeate the group’s corporate culture in the 13 countries where it has a presence. Gurría recalls that the first community efforts emerged organically within the stores:

“Some partners wanted to help children with cancer… others, stray dogs… others, the elderly. Each store did something different.”

However, over time, this spirit was structured to focus efforts on one of the country’s most urgent needs: early adequate nutrition.

“If we do not provide children with proper nutrition at an early age, their brains will not develop. Education opens doors for them, but nutrition opens the door to education.”

Since then, Starbucks and Alsea have promoted initiatives for child nutrition, food banks, and food support programs in various regions.

Stores with Purpose: Labor Inclusion for Seniors and People with Disabilities

One of the most emblematic stories of Starbucks Mexico’s social commitment is the opening of stores operated primarily by senior citizens. According to Gurría, at first, many thought it was an impossible idea:

“They told us we were crazy… We had to adapt the store, lower counters, remove uneven levels… But we achieved it, and it has been replicated.”

This is complemented by the inclusion of people with disabilities, including deaf employees who serve entirely in sign language. Brewer shared his experience at a store 100% operated by deaf individuals in India:

“If it weren’t for Starbucks, I would probably be working in the back of a hotel. But Starbucks doesn’t hide me; it puts me at the front.”

That model has also arrived in Mexico and continues to expand.

Rural Empowerment: Women Coffee Producers in Puebla

The commitment also extends to the origin of coffee. Gurría shared a recent experience taking Alsea’s French partners to the Sierra de Puebla, where Starbucks collaborates with a community of women producers:

“100% of the coffee there is cultivated, planted, processed, and harvested by women.”

In addition to buying coffee, Starbucks and Alsea donated a wet mill so that the producers can process their own coffee and improve their income:

“The pride with which they received us… that is priceless.”

The power of social impact is also reflected in consumers. Gurría told the story of a customer in Puebla who, years ago, was a strong critic of the brand:

“He was one of Starbucks’ worst detractors… Now he comes daily, sometimes twice a day.”

After visiting a farm where Starbucks bought coffee, his perception changed. For Gurría, that story summarizes why brands should communicate more about their social efforts:

“We do the right thing beyond marketing… but these stories generate more resources to continue helping.”

You may also be interested in: Starbucks Mexico Strengthens Its Social Commitment: Investment Announced by Brady Brewer

The entry This is Starbucks Mexico’s Social Investment for Community Transformation first appeared on Líder Empresarial.