Starbucks is redefining the reusable experience as part of our ongoing goal to become a company, with targets to reduce waste, carbon emissions and water consumption by 50% by 2030, globally.
This year, we launched several new reusables initiatives to help reduce waste and move people away from single use. This includes the first ever pilot of Starbucks returnable cup program in Canary Wharf, London, as well as the launch of our – a £1 million fund designed to drive widespread adoption of reusables through innovating and testing new uptake initiatives.
What is Starbucks returnable cup program?
We first launched our in Canary Wharf in February 2022 before testing it across different European cities and communities in Paris (France) and the entire city of Geneva (Switzerland). This is the first step towards a new reusables solution being introduced in across Europe, the Middle East and Africa (EMEA) by 2025.
Our program aims to break down existing barriers preventing greater reusable uptake by building reusables into people’s daily lives. As such, Starbucks returnable cup makes it as easy for customers to use a reusable, as it is to opt for 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.
What is the impact so far?
To date, we have seen an enthusiastic adoption of returnable cups from Londoners, with over 10,972 cups borrowed in the first 13 weeks.
This program also builds on progress from our global reusable cup pilot programs in Seattle and Singapore, and has been designed to work seamlessly for Starbucks partners (employees) to avoid creating additional work.
Reusable innovation beyond our iconic cups
In partnership with consumer behaviour change experts, Hubbub, we also launched our £1 million in the UK to increase reuse and remove barriers to reusable packaging across the wider food and beverage industry.
The Fund will support up to five pilot projects, each receiving grants of between £150,000-£300,000 for a year, that help shift people’s habits through behaviour change, incentives, research projects, new technology, innovative applications of existing technology, expansion of existing successful reuse systems, or developing entirely new service models.
This launch is another milestone as we explore new ways to inspire and encourage customers to make the change to reuse. It works in conjunction with our existing reusables initiatives, including the 25p reusable cup discount, 5p cup charge, in-store recycling, and new returnable cup program, to advance widespread adoption of reusables and ensure it becomes the only, long-term option.