Starbucks Becomes First National Coffee Retailer to Accept Reusable Cups for Drive-thru and Mobile Orders

Rhea-AI Summary

Starbucks Coffee Company (NASDAQ: SBUX) announced that customers at all company-operated and participating licensed Starbucks Stores across the U.S. and Canada can use their clean personal cup when ordering in café, in the drive-thru, or when ordering ahead with the Starbucks app. This initiative supports Starbucks' commitment to reduce waste by 50 percent by 2030. Starbucks is aiming to serve every beverage in a reusable cup, and this move marks tangible progress towards that goal.

Insights

Sustainability Analyst

Starbucks' initiative to accept personal cups across all U.S. and Canada outlets signifies a strategic move towards achieving its sustainability goals, particularly the reduction of waste by 50% by the year 2030. This decision is not only environmentally progressive but also aligns with the increasing consumer demand for eco-friendly practices.

From a sustainability perspective, the shift could lead to a substantial decrease in the use of single-use cups, which are a significant source of waste and environmental concern. The success of this program hinges on customer participation. If a significant proportion of customers adopt this practice, the environmental impact could be profound, potentially setting a precedent for other companies in the industry to follow.

However, the program's success will also depend on the efficiency of its implementation. If the process of using personal cups leads to longer wait times or operational hiccups, it could deter customers from participating. Starbucks must ensure that the transition is seamless for both employees and customers to encourage widespread adoption.

Market Research Analyst

The introduction of a personal cup usage policy may resonate positively with Starbucks' customer base, many of whom are environmentally conscious. This initiative could enhance brand loyalty and attract new customers who prioritize sustainability. It is a strategic differentiation that may give Starbucks a competitive edge in the market.

However, it is essential to monitor how this change affects consumer behavior. Will the convenience of using personal cups translate into increased foot traffic or higher sales? Or will the operational changes required to accommodate personal cups result in increased labor costs or reduced throughput? The balance between environmental responsibility and operational efficiency is crucial.

Furthermore, this initiative could potentially lead to cost savings for Starbucks in the long term due to a reduced need for single-use cups. The financial impact of these savings will depend on the level of customer uptake and the cost of any additional operational processes required to manage the use of personal cups.

Brand Strategist

Starbucks' decision to allow personal cup usage is a significant brand move that reflects its commitment to sustainability, which is increasingly important to consumers. This could enhance Starbucks' brand image as a leader in corporate responsibility and environmental stewardship.

However, the brand must carefully manage the narrative around this change to ensure it is seen as a genuine effort rather than a marketing ploy. Transparency regarding the environmental impact of the initiative, including metrics on waste reduction and customer participation rates, would support the authenticity of Starbucks' sustainability claims.

In the long term, if the initiative is successful, it could lead to an industry-wide shift towards more sustainable practices, reinforcing Starbucks' position as an innovator. Conversely, if the initiative encounters significant challenges, it could impact the brand's reputation. Ongoing communication and customer education will be key to maintaining a positive brand perception.

SEATTLE--(BUSINESS WIRE)-- Starbucks Coffee Company (NASDAQ: SBUX) announced, starting today, customers at all company-operated and participating licensed Starbucks Stores across the U.S. and Canada can use their clean personal cup when ordering in café, in the drive-thru or when ordering ahead with the Starbucks app. With the majority of Starbucks beverages enjoyed on-the-go, this milestone unlocks a big opportunity for customers to choose reusables and supports Starbucks commitment to reduce waste by 50 percent by 2030.

Starbucks customers are able to use their own clean, personal cup for every visit at all company-operated stores and participating licensed stores in the U.S. and Canada – including drive-thru, the Starbucks app, and in café. (Photo: Business Wire)

“At Starbucks, we envision a future where every beverage can be served in a reusable cup,” said Michael Kobori, Starbucks chief sustainability officer. “Offering customers more options to use a personal cup when they visit Starbucks marks tangible progress towards the future. We know our customers are passionate about the planet, and now, they can join us in our efforts to give more than we take, no matter how they order.”

Starbucks is the first national coffeehouse in the U.S. to offer customers the option to use their personal cup when mobile ordering. In Canada, Starbucks is the first to offer customers the option to use their personal cup in mobile order for all drinks and all sizes. This is part of a larger cultural movement the company is leading to shift toward reusables and away from single-use plastics, making it convenient for customers to use their own personal cup for every visit.

“As we know, the most sustainable cup is likely the one you already own. Bringing your own cup to stores is a critical step toward reducing single-use packaging waste. Starbucks is a leader in this work, as the first national retailer of scale to offer personal cup ordering in every channel, including mobile order,” says Kate Daly, Managing Director and Head of the Center for the Circular Economy at Closed Loop Partners. “The NextGen Consortium is proud to have Starbucks as a founding member of the Consortium to reduce packaging waste and looks forward to supporting Starbucks in their work to advance a waste-free world.”

How It Works

Customers at participating stores in the U.S. and Canada who bring any clean, personal cup will receive a $0.10 discount on their beverage, and in the U.S., Starbucks Rewards members will receive 25 Bonus Stars.*

• In café, customers tell the barista when they order that they brought their own personal cup and hand over their personal cup to the barista. Customers choosing to sit and stay in café can also request a reusable ceramic or glass cup at most stores.

• In drive-thru, while ordering, customers order their beverage as usual, and let the barista know they brought their own cup. At the pickup window, baristas will collect customers’ personal cup without the lid using a contactless vessel to ensure hygiene and safety. The beverage will be returned the same way.

• When customers order via the Starbucks app, first they will hit the “Customization” button and then select “Personal Cup” in the customization menu and continue ordering as normal. When they get to the store, customers connect with their barista at the pickup area, and hand over their clean personal cup without the lid. The barista will hand the beverage back in a contactless vessel.

*Valid at participating stores on in-store, drive-thru, or in-app beverage purchases only (max 3x per day).

Frequently Asked Questions

Can customers bring any personal cup?
Customers are welcome to use any clean, personal cup. Now every cup can be a Starbucks cup!

What beverages can customers order in their personal cup?
All Starbucks standard size options (Short, Tall, Grande, Venti) and beverage formats (hot, iced, and blended) are eligible to be ordered in a personal cup.

How do baristas ensure the correct beverage when it’s ordered in a personal cup?
Customers order their beverage as they would normally, letting the barista know they brought their own clean, personal cup and the size they would like. Baristas then build the beverage using a new, custom beverage craft smallware that has standardized lines partners need for measurements, before seamlessly pouring the beverage into customers’ personal cup, and adding any toppings.

Can a barista help clean a customer’s personal cup before adding the beverage ordered?
For customers’ safety and ours, baristas are unable to rinse personal cups in Starbucks equipment sinks. For this reason, no dirty cups will be accepted.

Can customers use personal cups at licensed Starbucks locations (like those in grocery stores)?
Participation by licensed Starbucks stores may vary. We recommend customers ask their barista during their next visit.

Designed with Partners and Customers in Mind

Starbucks is able to offer personal cup ordering in all channels as a direct result of its test and learn approach, informed by partners (employees) in Starbucks Tryer Innovation Lab and at pilot locations across the U.S.

Building off a successful personal cup test at 200 drive-thru stores across Colorado last spring, Starbucks store partners informed and helped co-design the custom reusable cup smallware all stores will now use to transfer orders to personal cups.

“As long as we are following all our procedures and steps, it doesn’t add any more time, and it is actually making customers happier,” said Brook, a partner who worked at a store that participated in the Colorado test. “This has been a really big hit.”

Starbucks has been championing reusable cup options for 30 years, and in recent years Starbucks has conducted more than 20 reusables tests in stores around the world with more planned in the year ahead.

About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with more than 38,000 stores worldwide, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at https://stories.starbucks.com or www.starbucks.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240103662444/en/

Starbucks Contact, Media:

Beth Nervig

press@starbucks.com

Source: Starbucks Coffee Company

FAQ

What did Starbucks announce regarding the use of personal cups?

Starbucks Coffee Company (NASDAQ: SBUX) announced that customers at all company-operated and participating licensed Starbucks Stores across the U.S. and Canada can use their clean personal cup when ordering in café, in the drive-thru, or when ordering ahead with the Starbucks app.

What is Starbucks' commitment related to waste reduction?

Starbucks is committed to reducing waste by 50 percent by 2030.

Who is Starbucks' chief sustainability officer?

Michael Kobori is Starbucks' chief sustainability officer.

What is Starbucks' long-term vision for serving beverages?

Starbucks envisions a future where every beverage can be served in a reusable cup.

Where can customers use their personal cups at Starbucks?

Customers can use their personal cups at all company-operated stores and participating licensed stores in the U.S. and Canada, including drive-thru, the Starbucks app, and in café.