• 9 min read
• May 7, 2026

Guadalajara, Mexico – Starbucks, in partnership with licensed business operator Alsea, today announced the opening of its first flagship coffeehouse in Guadalajara, Mexico, marking a new chapter in its long‑standing commitment to inclusive community development in the market. 

Located in the Mezquitan neighborhood on Avenida Manuel Ávila Camacho, the new coffeehouse — Casa de las Sirenas (“House of the Sirens”) — is inspired by the brand’s most iconic symbol: the Siren. Designed as a warm and welcoming space, the coffeehouse reflects Starbucks Third Place concept—where customers can connect, relax, and feel a sense of belonging beyond home and work—while supporting women’s economic participation through employment and access to training and development opportunities. 

As a new social hub for the Jalisco community, Casa de las Sirenas will host ongoing initiatives with local nonprofit organizations embedded into the daily life of the coffeehouse. Through a dual model, the space combines individual skill-building via the Sirena Autónoma pillar—structured, recurring training focused on decision-making, employability, and entrepreneurship—with community engagement through the Comunidad Sirena pillar, which brings the space to life through workshops, talks, and gatherings. Together, this model transforms the coffeehouse into a living platform where training, connection, and opportunity are part of the everyday Starbucks Experience. 

“Casa de las Sirenas reflects our belief that Starbucks coffeehouses should be spaces for connection, creativity, and opportunity,” said Christian Gurría, ceo of Alsea. “From the design of the coffeehouse to the artwork created with the surrounding community, this opening reflects our commitment to supporting women, strengthening local voices, and investing in the neighborhoods we serve.”  

The opening of Casa de las Sirenas is part of Starbucks Mexico’s broader commitment to helping strengthen women’s economic autonomy, access to well-being, and social development through community-based initiatives, in response to the growing momentum across Mexico to expand opportunities for women and foster more inclusive economic participation.  

Investing in Women and Economic Opportunity in Jalisco 

As the inaugural initiative of Casa de las Sirenas, Starbucks Mexico is proud to launch “Autonomy is Sweet Too”– a collaborative program with Fundación Marisa, a Guadalajara-based nonprofit organization dedicated to empowering women through skill-building, confidence development, and pathways to employment.  

Through a unique co-investment model – funded by a portion of every purchase at Casa de las Sirenas (representing up to 7% of total store sales), a Global Community Impact Grant from The Starbucks Foundation and grant funding from Fundación Alsea – the program will help advance economic autonomy for more than 1,000 women in Jalisco. The program helps support women across different stages of entrepreneurship through two community-based, holistic training tracks focused on early-stage entrepreneurs and small business leaders: 

• Training for Self-Employment (“Formación para el Autoempleo”) supports early-stage entrepreneurs through professional training and mentorship focused on designing and managing sustainable, dignified businesses, complemented by practical barista and baking skills to strengthen market readiness, delivered through structured sessions and ongoing mentorship that allow participants to apply learnings in real time.  

• Roots of Equality (“Raíces de Igualdad”) serves women small business owners in the Guadalajara area with a hands-on holistic program centered on leadership development, personal growth, digital capacities, and business strengthening grounded in equality and sustainability, through practical, session-based learning and peer exchange that strengthens both individual capabilities and community networks.  

“At Starbucks, we believe that our role in communities extends beyond our coffeehouses,” said Kelly Goodejohn, chief social impact officer and executive director of The Starbucks Foundation. “Through this Global Community Impact Grant awarded to Fundación Marisa, we’re proud to support programs that uplift women in Jalisco and create pathways to employability. This reflects our understanding that investing in women ultimately helps to improve opportunity and resilience for families and entire communities.” 

“Driving meaningful change takes more than intention; it requires consistency, dedication and long-term investment. The launch of “Autonomy is Sweet Too” – two years of work, persistence, and learning – is proof of that, and proof that investing in women is one of the most powerful paths to move the needle in Mexico,” said Marisa Lazo, Founder and CEO of Pastelerías Marisa and chair of Fundación Marisa. 

This collaboration builds on Starbucks commitment to fueling opportunity and to creating environments where everyone feels welcome and belongs. In Mexico, more than 7,000 women are part of Starbucks operations, and in Jalisco, women hold 58% of leadership roles, reinforcing Starbucks Mexico’s commitment to advancing women’s leadership at the local level. This dedication takes shape through initiatives that strengthen access to development, leadership, and economic opportunity, including projects like Casa de las Sirenas. 

A Modern Design Inspired by the Iconic Siren 

Through the adaptive reuse of a derelict former bank building along Avenida Manuel Ávila Camacho, Casa de las Sirenas reflects Starbucks thoughtful approach to growth—repurposing existing spaces to create welcoming coffeehouses that serve as hubs for community connection. The coffeehouse features artwork and design elements by women designers and artists whose work reflects community strength, resilience, and the shared cultural meaning of the Starbucks Siren.  

• Guadalajaran artist Alejandra Poiré’s original murals were informed by interviews with local women, exploring their sources of inspiration, traditions, and the places and symbols that define their community. The primary mural (named Red de Autonomía) reflects what uplifts, supports, and motivates women in the neighborhood. 

• The coffeehouse features hand‑crafted tile by LOFA, a women‑led studio in Guadalajara, celebrating traditional craftsmanship shaped by female artisans. 

• Custom lighting throughout the coffeehouse was produced in collaboration with Filamento, a local Guadalajaran lighting company, whose fabrication process represents the skilled work of women artisans involved in bringing the designs to life. 

The coffeehouse’s artistic vision was brought to life by female leadership across design and build, supported by a woman‑led construction company and on‑site management guiding fabrication through completion. This vision extends into the surrounding community, inspiring artwork that reflects shared values, local voices, and a sense of belonging. Developed in collaboration with Fundación Marisa and local community members in Mezquitan, a community mural directly across from Casa de las Sirenas was co‑created through workshops and dialogue with students from Escuela Primaria Urbana 987 María C. Reyes. The collaborative process transformed shared reflections on the role of women in society into a meaningful artistic expression, anchoring the space with a sense of identity, voice, and belonging. 

Furthermore, Casa de las Sirenas incorporates a range of features aligned with Starbucks evolving approach to store performance, including energy-conscious equipment, water-efficient fixtures, and waste reduction practices. These efforts support a more efficient store environment while maintaining the high-quality experience customers expect. Starbucks remains committed to advancing practical, measurable approaches that improve how stores operate, with a focus on efficiency, resilience, and long-term value. 

A Commitment to Green Apron Partners & Being the Best Job in Retail 

Casa de las Sirenas welcomes 14 new partners (employees) to the Starbucks family, further strengthening its connection to the Jalisco community while expanding access to opportunity through meaningful, people-centered employment.  

The coffeehouse will be led by Paola, who has been a partner for nine years. “I deeply identify with the brand’s philosophy, the project, and with my partners and customers,” she shared. “I am proud to lead this new coffeehouse and work with a team of dedicated men and women partners who understand the value of women’s empowerment and allyship in creating change.” Under Paola’s leadership, partners become part of a work experience that fosters purpose and talent, building bridges toward a better future. 

As part of Starbucks Mexico benefits, partners have access to flexible schedules, medical insurance, continuous education through Starbucks College, and discounts across all brands operated by Alsea.  

Additionally, the Starbucks workplace culture integrates programs such as Partner Network Mujeres and CAPACITADAS, aimed at developing female talent and supporting their personal and professional growth 

This opening represents a significant milestone in Starbucks continued growth across Latin America and the Caribbean, where the company now operates more than 1,850 coffeehouses, and further deepens its partnership with Alsea, which manages more than 940 stores in the market and employs nearly 14,000 partners. 

Casa de las Sirenas is open daily from 7:00 a.m. – 10:00 p.m. welcoming customers and community members to experience the space and its programming.