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Starbucks
Refill, anyone? Starbucks is now selling a $1 reusable plastic cup.
Starbucks’ iconic white cup is a great marketing tool in customers’ hands, but not so great when it’s taking up space in a landfill.
The Seattle coffee giant is trying for the best of both worlds with the rollout of a $1 reusable plastic cup that resembles the paper one but can be brought back to the store for refills. Whether or not fans will be as devoted to the company’s environmental goals as they are to its coffee remains to be seen.
“I think it’s a good first step because it does raise awareness,” said Julie Urlaub, founder and managing partner of environmental consulting firm Taiga Company. “This is a campaign that’s in alignment with the company’s values and their sustainability plan.”
Changing consumer behavior can be a daunting task, though. Starbucks acknowledged that its 2008 goal to have 25 percent of its beverages served in reusable cups by 2015 had stalled, even with the incentive of a 10-cent discount; three years into the initiative, just under 2 percent of drinks were served in reusable mugs. The company modified its goal to a more modest 5 percent. It also began test-marketing what it calls a “high quality, low cost” reusable plastic cup that can hold tall or grande size drinks at 600 Pacific Northwest-area stores in October.
Starbucks now is introducing the cups to all of its U.S. and Canadian company-owned stores and some licensed coffee shops.
The company's challenge in modifying consumer behavior is twofold: People have to actually buy the reusable cups, then they have to remember to bring them back to the stores. “Ironically, if they sell a large number of travel mugs that end up not being used, they may worsen their environmental footprint in the long run,” said Catherine L. Kling, economics professor at Iowa State University, via email.
The low price of the cups is a factor Starbucks is playing up, pointing out that the cup pays for itself after only 10 drinks, but offering a dime off the price of a drink might not be enough of an incentive to kick the paper-cup habit, experts say.
Money certainly can motivate people to adopt environmentally friendly practices. Jinhua Zhao, a professor and director of the Environmental Science and Policy Program at Michigan State University, said the number of aluminum cans recycled can be up to 20 percentage points higher in states with bigger per-can refunds.
“In this sense, the 10 cent discount Starbucks offers seems a bit low if the purpose is to get consumers who have purchased reusable cups to actually use them,” he said via email.
Kling points out, however, that offering a bigger discount would come at the expense of the company’s profit margin. “My guess is that they are targeting people who purchase regular type coffee — whose prices are lower so the discount will be a higher percent,” she said. “Starbucks is presumably motivated to do this largely for environmental concerns and the associated goodwill it can bring their company. But they have to consider profitability, as well.”
Zhao suggested that the company could sell the reusable cups in tandem with charging for disposable cups, imitating programs designed to cut down on the use of plastic shopping bags. But Starbucks customers — already paying a premium price for their caffeine fix — might resent a tacked-on cup fee.
It wouldn’t be surprising if Starbucks evolves the initiative as time goes on, Urlaub said, especially since it already has scaled down its original goal for cup reuse. “There are stumbling blocks, there are challenges that surface,” she said. “There is a lot of failure, but in that failure, there’s a lot of learning.” It’s more important that Starbucks promote the reusable cups as just one facet of a more holistic approach to eco-friendliness, she said, which the company is doing by also trying to increase how many of its paper cups are recycled.
If it succeeds in getting people to remember to grab those cups on the way out the door for their morning commute, Zhao said the initiative could have a ripple effect. “Having an influential company such as Starbucks taking this action will help set examples for other companies to follow,” he said.
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Leave a Comment:
At Dunkin Donuts your refil is only $0.99, and includes their basic flavors. A ten cent discount is not an incentive. A dollar refil is.
Agreed - The ten cent discount is not enough of an incentive for people to use these plastic cups. Between having to wash the cup and having to remember to bring it with you, this is simply not enough incentive to get most people to go along with the idea. They already sell insulated travel cups which people are more likely to use. These cheap plastic cups really do not offer any advantage to the consumer. The higher end cups work because they offer the benefits of keeping the coffee hot while also keeping you from burning your fingers on the outside of the cup without having to mess with one of those cardboard sleeves. They are also far more durable than this cheap $1 plastic cup. Some people will use this reusable plastic cup so they can pat themselves on the back that they are being environmentally conscious, but I do not see them ever getting a significant percentage (more than low to mid single digits) of customers to use it. Of course none of this really matters to me since I do not like Starbucks coffee to start with. They have an annoying habit of over-roasting their beans so that their coffee always has a burnt taste to it. There is far better coffee available out there for less money than what Starbucks charges, even with their 10 cent discount.
The reason people pay those idiotic prices for coffee in the first place is so that other people can see they paid those idiotic prices for coffee.
They got the logo on it, now just make it look like it's made of paper like the regular ones so no one else will think your trying to save anything, and people will be happy with it.
I live and work in Kirkland, Washington and all of our Starbucks paper cups are now recyclable. Let's have the rest of the country catch up and there will be no need to have paper cups in any garbage.
Wrong Sgrly... not everyone is a "status whore". Sometimes I just don't have the time, nor can I brew the same quality coffee drink I get from Starbucks. In fact, I sometimes lie that I made my own coffee at home and re-used the Starbuck cup because it is sterdier than a regular cup. I get called pretentious sometimes because I do have a starbucks cup so I lie.
That being said... Starbucks will save Millions of dollars from the Eco-friendly obsessed folks that will take advantage of this, yet only offering a 10 cent discount on a 4.00 cup of coffee. I hardly think that this is being considerate to customers.
In fact, I think it is taking advantage of customers like myself who visit them 4 to 6 times a week. They will be saving more than .10 cents a visit on a regular customer.
A ten cent discount on a $4.00 drink is ridiculous and insulting. I would be more receptive to at a minimum of a .20 cent discount for the small and up to.50 cents on the largest drink. If I am gonna save your company big money, then reward me so, without using the "eco-system" as a big selling tool.
What REALLY makes me angry about this is that I bought a Starbucks reusable coffee cup a year ago for $12 - now they're selling one for only $1??? Boy, do I feel STUPID! Hey, I admit it, I like the logo. I think it's a good idea, but I also think they should increase the discount to, say, 25 cents instead of a dime. Also, they should consider collecting those glass Frappuchino bottles that you can buy in grocery stores for about 10 cents each - glass can be recycled forever and they don't need to be in landfills, either. Just sayin'....
@Sqrly
It's more about convenience for most people who buy drip coffee or something like an Americano. The specialty drinks are different, most people can't really make those at home.
There are people that buy just for the status, but I think that's equally offset by the people who refuse to buy Starbucks for the same reason.
Unfortunately, I will bet that the new $1.00 cups are being made in China. I wouldn't feed my dog out of a bowl made in China let alone drink from one myself.
I bet you shop at Walmart.
I get some of my best stuff that's made in America at Wal-Mart
@BOB----- Like What? Please tell me.
Why always Walmart? Walmart sells Crest toothpaste, Folgers coffee, Pedigree dog food, Charmin toilet paper, Hanes underwear, Snickers candy bars, Covergirl make up, DVD's, books, Papermate pens, Kitchen Aid, Mr Coffee the and the list goes on. My local mom and pop stores sell the same items at a higher price. Yes they employ people just as Walmart does and at minimum wage with no great benefits. The local mom and pop stores sell cheap crap made in China just as Walmart does. The closest Walmart is 2 hours away so no I don't shop there, but if I happen to be in the area I do go buy tooth paste and the likes, I need to save money.
I do have a Starbucks in my area and no I don't buy coffee there. If I were going to by a coffee I would buy one from the mom and pop coffee stand. I make my own cup of coffee and take it with me.
If starbucks can offer a 50 cent discount on soy milk or free syrup for using there "REWARDS" program, then why don't you switch those benefits over to reusing a cup? People will still us the rewards card to earn a free coffee. Doing this would encourage reuse more than 10 percent and not decrease your profit margins.
Julie Urlaub, founder and managing partner of environmental consulting firm Taiga Company, said "good first step" will what else is she going to say I think it a bad first step she pushing her will on Starbucks customers most of you will buy into it. She based in Colorado she breathing in to much thin air far to long and effects the one brain cell she has. If you have cups that are filling up land fills will one solution dig a bigger hole stupid. So Starbucks is saying that $10.00 cup of coffee you buy every morning will now cost you 9 bucks wow what a deal. This is an attack on our rights to live the way we want, not be socially engineered by a left wing Socialist company. That's why I don't buy Starbucks crap. Because they are a big leftest company trying to brain wash the masses with there BS write on the cut now this is a company I love to see go broke. But too many people have to do what the next guy does, be trendy and have a Starbucks in you hand see I'm cool. Their is a bunch of stupid people in this country, no wounder the drop out rate is 50% in high schools. I can't be cool if I go to school can't walk around the mall with my Starbucks cup.
To Martha C. White from reading your back ground I surprised you writing this story must be rough to lower yourself to this, but work is work
@Bob James-7423676--The way you write it appears you are probably a grade school dropout. Most fourth graders learn how to properly use pronouns, verb tenses and write cohesive sentences. If you speak the way you write, you sound like an idiot.
I have been a customer of Starbucks for years and usually purchase multiple expresso shot drinks and have never paid $9.00-$10.00 for a drink. I am not sure where you gathered your price information.
Spelling COP Mr. G.............who the hell cares? I understood what he wrote. You write a paragraph to put the guy down. Get a life. Go to Walmart...anywhere but get out more!
I don't see this being successful, considering many people go to Starbucks on a whim, and don't plan on it, and then the fact is, you'd have to wash the cup and actually bring it with you every time. Anyway, isn't the point of going out to eat/drink to avoid cooking and cleaning?
So, what are you saying, Bob? Do you think Starbucks should not promote being environmentally friendly? Do you think the solution is bigger landfills? You really sound angry. What is this truly all about?
What I'm saying is Starbucks needs another dollar and figures out if they come up with saving the earth campaign they could get another dollar out of the stupid consumer. For a penny investment they will make $.99 cents profit making a profit I don't have a problem with companies making profit. But be truthful we going to raise your coffee a dollar but Starbucks thinks the American coffee drinkers are stupid and if they say it's saving the earth their okay with it. Starbucks is banking on what Hot-in-Miami said. So they found Taiga Company which they are a Social Media Training, Consulting, and Managed Services to help businesses breathe life into their social communications, save the earth nuts. In the end the cups you paid a dollar for will end up in the land fills. So make them a bigger and deeper.
I don't like the idea of drinking my coffee in a plastic cup. I just find there is an aftertaste. I have a steel and glass thermos that I usually carry around, but sometimes I leave it at home.
I don't like the sanitary angle of it. The person dispensing gets to handle a nasty cup and any splatter etc gets on the machine. Eck! Gross! I won't buy coffee where I see one being filled. Sorry and I am not Felix Unger.
Starbucks will clean a dirty cup for you before filling it.
Uhhh, sure.
right..... a second of swishing the cup under plain luke warm or cold water will do the job. I doubt it.
I agree with the sanitary issue. Why not sell reusable ceramic mugs that can be brought back, and washed in a dishwasher? You bring in your dirty mug, and get credit toward your coffee made in an identical fresh, clean mug? The dirty mugs go in a dishwasher. Everyone gets a fresh, clean mug and nothing ends up in the landfill.
Ceramic maybe too breakable, but getting a discount for returning a mug sounds good, the thing is is starbux is doing the washing then it counts against their overall energy footprint and labor costs etc.
Are they doing away with the 54 cent refill option on paper cups? Will the plastic cup be the only way to get a refill?
A 10 cent discount ? Now THAT"S what I call an incentive to go to Starbucks, woohooo !! Yep, being overly sarcastic here.
I guess it's worth killing a town in China via toxic pollution in order for Americans to feel as though they're green. Why plastic? If you must have it, there are many compostable materials out there that are just as durable. My guess is that people will spend the extra dollar because it earns them social brownie points, and then they will throw the plastic cups away when their friends aren't looking. If Starbucks really wanted to be green they would do away with to-go cups entirely and close some stores. Having one store on every block sucking up coal/hydro electricity is not being environmentally responsible.
I already use my reusable coffee cups and grocery bags, but I don't get to feel all high and mighty, because I've been on a Keurig kick and those single pod servings negate those other green efforts, especially since I'll have a couple of cups a day. Any which way, when I use to get my kick at any of my regular coffee shops you'd always see at least a couple of people with reusable cups.
Anyways, my parents live in a city that banned plastic grocery bags and the city pretty easily converted to reusable bags in no time, at least according the check stand workers we've talked to.....we, the consumer, are trainable.
What does a ten cent discount mean to someone willing to pay over $3 for a cup of coffee?
nothing, when you are already being over charge to begin with, and the savings is more for starbucks on the cup usage.
with the volume that starbucks buys cups in... i am sure that they pay around .02 cents a cup, if even that.
Refillable hot beverage cups are available at 7-11, for $1.99, with the first filling included, thereafter the refills are discounted. Customers can carry the cup in their vehicle, daypack or briefcase. The coffee maker has a hot water dispenser and a bit of that water can be used, with caution, to rinse out a dirty cup.
I have actually bought one and LOVE it. The cup itself doesn't feel like it's plastic; the lid feels more like it's plastic. They also last a very long time if you hand wash them. I have had mine for a month now and as I said I love it. Matter of fact there are a few customers at the store I frequent are using them as well. I normally go to the restroom and rinse my cup out before I give it to the Barista. However they still rinse it out with the hot water.
Those of you that are bitching should actually purchase one and use it before offering your two cents of opinion. I say this because I don't know how anyone could critique something if they actually haven't given a product a chance first. Just saying...
Yes, people are capable of washing their reusable cups. I bring mine in and give it a good scrub every day. Maybe those freaking out about the cups are the ones guilty of not washing...
The haters will keep on hating. Starbucks is a big, successful company. They make money and supply a lot of jobs. I wish them continued success and I'm doing my part!!
10 cents? Joking? If people care about cost they can make their own. Simply not an incentive. You can't tell me we have a bad economy when people still can't brew their own.
I don't know how anyone can drink Starbucks swill to begin with. The only cup I ever had there tasted like someone made the coffee too strong and then left it on the burner to burn some. They should do something about their lousy coffee, not their cups.
If someone has an infectious disease, hands re-usable cup to a barista who is making 5 other lattes at rush hour, when does the barista have time to wash hands and continue making uncontaminated lattes? I support the notion of going green but when it comes to public safety, we should weigh our options. In as much as I hate the waste in using paper cups and their impact on the environment, they are the more sanitary option for the public. I once saw some sneeze, rub his nose, and hand his cup to the barista. When I kindly asked the barista to wash his hands before making my coffee, I was the rude one. Go figure! I still go to Starbucks but reheat my coffee and use a different cup because the baristas put their whole palm and press down on the cover when sealing the coffee...that has always grossed me out as well. And that lid is where my mouth would go if I hadn't seen the sneezing customer. Although, I do have to commend Starbucks for making sure that the person handling the dirtiest thing, money, isn't the one making your coffee as is the case at most Dunkin Donuts.
I'm with you on this one. See my post above at #8. However we are in the vast minority it seems. I brought this up last night and several of my peers (30 somethings) told me to stfu and relax. Oh well.
A RED cup would have done well over the holidays.
Good idea... Hope Starbucks is successful with this, for the environment's sake!