Starbucks Egypt donated 20 percent of its first month's sales in a bid to promote literacy in Egypt. Member of Alshaya Retail Group, Starbucks Egypt joined forces with 4-OurKidz - an Egyptian NGO - to support educational programs for unprivileged youth by building Knowledge Corners at local school libraries. The first Knowledge Corner was established at El-Giza El-Kawmeya School in Cairo and another one is currently under construction at the Mohammed Qurayem School in Alexandria. Starbucks Knowledge Corners complement the standard educational curriculum with fun and interactive learning tools. The initiative entails a full refurbishment of school libraries outfitted with educational equipment including books, furniture, and computer facilities. "Contributing positively to the communities we are part of is fundamental to Alshaya and Starbucks, said Martin Coles, president of Starbucks Coffee International. "We do this on an international level by working together with coffee communities to buy coffee in a responsible and sustainable manner and at a local level by fostering volunteerism and supporting social- and community-building programs that have a positive impact on the local community. Starbucks made its debut into the Egyptian market when it opened its first outlet around five months ago in City Center, Nasr City. It later opened six more venues across Egypt in Cairo Airport, CityStars, Heliopolis, Carrefour Alexandria, San Stefano Grand Plaza, and Sharm El-Sheikh. "In the Arab world, our children are our most important asset, as they constitute the future generation. We should strive tirelessly to provide them with the maximum support they need for a better education, said Mohammad Abdulaziz Alshaya, chairman of Alshaya Retail Group. "We need to assist Egyptian youth to go to school and acquire the best possible education. The Starbucks-Alshaya Egypt initiative with 4-OurKidz is trying to make education more accessible to Egyptian families and students. Alshaya Retail Group operates over 200 Starbucks venues in 11 different countries across the Middle East and Turkey, in addition to the seven Starbucks chains in Egypt. It is also the franchisee for 43 international retail brands including Next, H&M, Pearle Opticians, Boots, MAC, Debenhams, and Claire's Accessories. As for its undertaking in the initiative, 4-OurKidz's works to raise awareness on issues including child protection, education, nutrition and health, as well as children's rights in order to eradicate the factors that hinder childhood development. The NGO also specializes in assisting disadvantaged children lead healthier, more productive lives. "Creating a fun environment and enhancing educational facilities motivates students to [learn]. In turn, today's children will be tomorrow's educated and productive members of the society, explained Mohamed El Koossy, board member at 4-OurKidz. As part of the initiative, Starbucks employees volunteer at local schools to support a variety of activities aimed at motivating students to learn in a fun environment.
