4/11/2023 0 Comments Starbucks reusable cups![]() However, ‘on-the-go’ drinkers are much harder to engage because they require greater convenience and are much less likely to return their cup if it requires going out of their way. ‘Sippers’ want to sit and enjoy their beverage and are happy to return their cup whilst remaining in store throughout. While we have made good progress in reducing the number of single use paper cups that leave our stores, there is still more work to be done to ensure reusability becomes the only option, long term.įrom our learnings at Starbucks’ previous UK trial at Gatwick Airport in 2019 with our partner Hubbub, we found that customers are either ‘sippers’ or ‘on-the-go’ coffee drinkers. ![]() Our pilots are in place to test and learn how we can safely and effectively implement our reusables solutions at scale. What did you learn from these initial trials, and how has this influenced your rollout of the returnable programme in Europe? We understand that Starbucks has already piloted reusable cup programmes in Seattle, Seoul, Singapore, and Tokyo, as well as at Gatwick Airport. ![]() The Starbucks returnable cup is designed to be safely reused again and again, with the reusable cups made from fully recyclable lightweight polypropylene (PP) plastic. We created a thin ‘opaque foam wall’ that provides insulation for hot beverages and reduces condensation in cold beverages. One of the challenges with our cup design was to ensure we could create a cup that was both transparent and opaque, and also worked for both different temperatures and volumes. They can reuse their clean cup again and again before receiving their deposit back.įocusing on sustainable design, can you talk about the patented foaming technology that forms the basis of your reusable cups? How did you account for this when designing Starbucks’ returnable cup programme?įrom exploring what’s inhibited uptake in earlier, smaller pilots, we’ve created the most convenient way to return and reuse a cup that allows for minimal disruption to our partner’s (employee’s) regular work routines, without disrupting any customers’ Starbucks Experience.Ĭustomers can make the change by paying a £1 deposit to enjoy their beverage anywhere in our returnable cup, before bringing it back to participating stores where they will be professionally cleaned and sanitised. Research has shown that convenience and pricing are some of the most important factors for engaging consumers in deposit return schemes. In order to test and implement reusable solutions at scale, we will use customer feedback and further insights into local operations to ensure we are offering the most effective reusables solution for all, as we work to drive reusables uptake in all our stores in Europe, the Middle East, and Africa by 2025. This forms part of our long-term commitment to reduce waste by 50 percent by 2030 and encourage reusables uptake, which also includes our 25p discount for reusable cups in store and our 5p paper cup charge, to become a resource-positive company. ![]() It’s been specifically designed to remove common barriers to reuse by increasing customer convenience. ![]() We are always looking for more innovative ways to change customer behaviour and encourage uptake of reusables, and this is one of several Starbucks reusable pilots taking place globally that will allow us to test how to move customers away from single use. This program demonstrates our commitment to making reusability the only solution long term. Can you tell us more about this project and why Starbucks has chosen the reuse/refill system? Last month, you launched the trial of a returnable cup scheme in Europe. ![]()
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