Starbucks selling reusable coffee cup for $1

The new environmentally friendly product may not be an easy sell to customers.

By Jonathan Berr Jan 4, 2013 2:41PM

starbucks reusable cupStarbucks (SBUX) has always prided itself on doing the right thing, so it's hardly a shock that the coffee company is trumpeting plans to sell reusable coffee cups for $1. Winning over consumers, however, may not be easy.

Starbucks already cuts a dime off customers' bills every time they bring in a reusable cup for a refill. But it wants to do more. For the past few months the chain has been test marketing white, reusable cups at 600 stores in the Pacific Northwest. The effort helped boost use of cups in these stores by 26% over a year ago, company spokesman Joe Hanna told The USA Today.

Success, though, is not a given. For one thing, getting consumers to change habits that may be decades-old will be a challenge. 

 

Environmentalists gave the chain kudos for doing its part to reduce its presence in the nation's overflowing landfills. "It's big launch," said Brenda Pulley, a senior vice president at Keep America Beautiful, speaking of Starbucks, which isn't a backer of the non-profit, in an interview  "It's great to see their leadership. . . . There is a big push to reduce the waste that's generated. We are a drink, toss and go society."

Starbucks has had to scale back some of its lofty environmental goals. In 2008, the coffee company set a goal to have 25% of all its drinks served in reusable cups by 2015.  That goal was later scaled back to 5%, according to the newspaper. A Starbucks spokesperson said the change was needed because the program proved to be difficult track because 80% of its sales are to-go. This new coffee cup was designed as a result. 

Companies have found it difficult to develop more environmentally friendly paper coffee cups because the plastic lining in them makes them difficult to recycle, says Darby Hoover, a senior resource specialist at the Natural Resources Defense Counsel. Also, recycling practices differ from community to community. "It's not a material that is commonly recycled in most communities," she said in an interview.

According to Keep America Beautiful, Americans generate about 250 million tons of garbage annually, nearly triple what it was in 1960. Earth 911.com estimated in 2009 that about 3 billion Starbucks are sent every year to landfills. Given the growth in Starbucks' sales since then, that figure has no doubt increased.


4Comments
Jan 7, 2013 1:22AM
avatar
I like my Las Vegas coffee mug. Dunkin Donuts lets you refill your favorite mug. I like that....
Jan 4, 2013 6:42PM
avatar
why not bring your own mug or tumbler?
Jan 4, 2013 5:13PM
avatar
In this part of the state, the garbage is ALL taken to a facility, in the industial area of the county, where the recycled glass, plastic, medal and maybe paper products are seperated and sold as another resource. This could work in other parts of the country also.
Jan 6, 2013 2:06AM
avatar

Jeezus Katie christ....This isn't a damn bit new, fk starbuks....Just another way to make .75 cents per cup....The public or many are absolute fools....

 

We have been using travel cups or mugs for 20-30 years, we probably have 15-20 of them....

And the majority of them were FREE, as a gift or advertising PROMOTION....

 

Yes enviromental friendly Starfuks,..For the first 30 yrs??...Putting out paper/plastic/cardboard cups.

Now it is an important issue?.....Sweet Geezus...Make sure and pat them on the back.

Report
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
Categories
100 character limit
Are you sure you want to delete this comment?

DATA PROVIDERS

Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?

MARKET UPDATE

[BRIEFING.COM] The Nasdaq Composite (+0.5%) and S&P 500 (+0.2%) posted modest gains on Thursday, but not before enduring a morning dip into the red, which took place in reaction to reports indicating Russia has commenced military exercises on the Ukrainian border.

The news from Europe knocked the key indices from their early highs, while giving a boost to safe-haven assets like gold futures (+0.5% to $1290.80/ozt), Treasuries (10-yr yield -1 bps to 2.69%), and the Japanese yen (102.30 ... More

MSN MONEY'S