Starbucks begins the first EMEA pilots of its new returnable cup program – allowing customers to opt for a reusable in the same way they would a single use cup.
Without needing to remember to bring their own cup, customers can ask for their beverage to be served in a reusable cup when ordering at the till. Simply put down a £1 deposit when ordering, which will be fully refunded when the cup is returned. The cups will then be professionally cleaned and sanitised before further reuse. All customers opting for a returnable cup will also receive Starbucks usual 25p reusable discount.
Starbucks new returnable cup program aims to break down existing barriers preventing greater reusable uptake by building reusables into people’s daily lives. According to a UK study, over a third (36 percent) of people don’t use a reusable cup every time they buy a hot drink because they simply forget their cup.
Over the next two months, Starbucks will test and trial its new program with busy Londoners in Canary Wharf, as well as an entire European city (Geneva), drawing on learnings from its previous UK pilot at travel hub destination, Gatwick Airport. Ultimately, the goal is to have a reusable solution in all 4,000+ Starbucks stores in Europe, Middle East and Africa by 2025.
Duncan Moir, President, Starbucks EMEA said: “As part of Starbucks commitment to promote reusability and reduce waste to become resource positive, we’re excited to begin implementing the first EMEA trials of Starbucks returnable cup program in EMEA.
“Our returnable cup program allows customers to opt for a reusable in the same way they would a single use cup, breaking down barriers preventing greater reusable uptake and putting convenience front and centre to enable customers to easily transition away from single use and make reusability the only option, long-term.”
This program also builds on progress from Starbucks global reusable cup pilot programs in Seattle, Seoul, Singapore, and Tokyo, and has been designed to work seamlessly for Starbucks partners (employees) to avoid creating additional work.