Starbucks to Test Reusable Cup as Default Option
Starbucks will pilot a reusable cup program in Petaluma, CA starting in August, the company announced Tuesday in a press release. Partnering with NextGen Consortium, a global consortium that aims to address the world's single-use food packaging waste by advancing the design, commercialization and recovery of packaging alternative, Starbucks will swap single-use cups for reusable cups for all hot and cold to-go beverages shared at eight Starbucks locations in the California city — located between San Francisco and Santa Rosa — at no additional cost.
Customers can return their cups at one of more than 60 purple drop-off return bins located at Starbucks cafes and participating businesses throughout the city. The cups will then be professionally cleaned, sanitized and recirculated to be used again, according to the press release. All reusable cups in the test are made from BPA-free polypropylene.
Total Retail's Take: Starbucks has tested reusable cups at some of its locations in the past, and announced in January its stores would begin accepting customers' personal cups in which to make drinks.
Four-and-a-half years ago, under the leadership of then-CEO Kevin Johnson, Starbucks announced a multidecade campaign to become a "resource-positive company," with plans to reduce its carbon emissions by 50 percent, conserve 50 percent more water, and reduce waste to landfills from stores and manufacturing by 50 percent, all by 2030.
Starbucks said this upcoming test will measure consumer engagement when reusable cups are the default option and provide insights on how this model could work on a larger scale to reduce the number of single-use cups. NextGen Consortium estimates that across the U.S., more than 50 billion single-use cups are thrown away each year.
When the test ends in November, it will be interesting to see what percentage of customers actually return the cups, and what percentage keep them or dispose of them, as well as whether the program will expand to more cities.
Marie Albiges is the managing editor for Women in Retail, Total Retail, and Women Leading Travel & Hospitality. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia with her partner, stepdaughter and dog.Â
