The Starbucks cup, with its iconic logo of a longhaired siren and its status as the world’s most recognizable coffee brand, has long been a symbol of consumer society. However, in an era where sustainability is increasingly important, Starbucks itself is aiming to eliminate disposable cups by 2030. These cups contribute significantly to the company’s waste and greenhouse gas emissions. The goal is to transition to reusable cups that still bear the iconic symbol. While customers appreciate environmental consciousness, they also value convenience. There are concerns that ditching paper and plastic cups could impact Starbucks’ advertising and market penetration. Nevertheless, Starbucks has implemented a pilot program in some US stores, offering reusable plastic cups to customers who don’t bring their own. The company aims to lead the industry toward a reusable cup solution.
According to Michael Kobori, the head of sustainability at Starbucks, the company envisions a future where the cup retains its iconic symbol but becomes a reusable cup. However, achieving this vision is not without challenges. Starbucks is the largest coffee company globally, with numerous suppliers involved in cup manufacturing. Making the necessary changes is akin to turning an aircraft carrier around. Despite the progress made, with reusable cups accounting for only 1.2% of worldwide sales in fiscal year 2022 since their reintroduction in July 2021, Starbucks still has a long way to go. Unfortunately, the company hasn’t disclosed the exact number of disposable cups used annually.
Valencia Villanueva, a barista at one of the pilot stores near Arizona State University, has observed a growing awareness among customers about the reusable cup system. This indicates a promising future for reusable cups, even though they have replaced an item that once symbolized global status. Villanueva confirms that no customers have complained about the shift towards eliminating single-use cups. (Read the full story for more information on the logistics of the pilot program and its cup-washing system.)
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