They get to hold onto your money for as long as you have the cup.
#STARBUCKS PLASTIC CUPS FREE#
Consumers have come to expect cups to be free and why should that change? Asking consumers to put down a deposit via the Starbucks app bodes very well for Starbucks. 6)ĭeposit systems don’t work for the consumer.Ĭharging customers to do the right thing has never worked. Assumes that manufacturing takes place in China (pg. Life Cycle Assessment (LCA) commissioned by UPSTREAM Solutions. USEFULL provides that collaborative opportunity, assuring ease of adoption across all participants and consumers. Return locations need to be as ubiquitous as community trash bins are today, something that a single coffee chain cannot provide across neighborhoods at large. will have limited success if they attempt to roll out siloed programs. Starbucks, Dunkin', Panera, Tatte, Blue Bottle, Flour, Cafe Nero, etc. Implementing a reusable cups strategy can only be successful with “coopetition” -collaboration between business competitors - for mutually beneficial results. There are three reasons why I think the Starbucks effort to implement returnable cups may come up against some roadblocks. Instead we enable the behavior change with our technology and inventory while partnering with organizations that are in the position to change behavior.
And here we are again, 20ish years later, with Starbucks leading the charge in the reusable to-go space.Ĭhanging consumer behavior is hard and expensive, which is why my team has focused on NOT being in the business of changing behavior. In other words, Starbucks normalized the 3rd place and helped to promote demand for high-end coffees. But, much to their surprise, it turned out that having a Starbucks on the block helped to drive revenue to their own storefronts. Remember when Starbucks was first becoming popular? The mom and pop coffee shops did not want Starbucks in their neighborhood. While some reuse companies might see this as competition, I really see this as a great opportunity for the circular economy. The reuse movement has started to really blossom.
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