Starbucks Expands ‘100% Reusables’ Tests in Bid to Sink Disposable Cup Waste | Sustainable Brands (2024)

Since 2021, Starbucks has been testing the 100% reusables model across more than 25 markets. With most of its beverages enjoyed on the go, the company continues to test and learn how to best encourage customers to embrace reusables.

This week, Starbucks launched its latest reusable-cuptest— this time in 12 stores in Napa and Petaluma, California. From August14 through October 22, customers at participating stores will be able to bringtheir own personal cup in café or drive-thru, be offered a Starbucks “Borrow aCup” or choose “For-Here Ware” — a reusable ceramic or glass cup forcustomers who opt to sit and stay in café.

As a founding partner of the NextGen Cup Consortium, Starbucks has beenworking since 2018 to advance sustainable packaging innovation and recyclinginfrastructureto help end foodservice packaging waste — with an initial focus on redesigningthe single-use hot and cold fiber cup. The NextGen Cup Challenge sourced 480solutions globally to redesign the cup, selecting 12 winningsolutionsin 2019 across three areas: innovative cup & cup liners, new materials, andreusable service models — for the latter, shifting from disposables toreusablesis projected to save foodservice companies an estimated $5 billion a year inprocurement costs and avert 7.5 million tons of materials from landfills andwaterways annually.

Since 2021, Starbucks has been testing the 100% reusables model across more than25 markets — including three cities in the US (including the Starbucks cafélocated in the company's Seattleheadquarters); as well as inJapan,Singapore,London and SouthKorea.

Bringing customers reusable convenience on the go

A customer in Colorado hands their personal cup off to their barista in drive-thru by placing it in a contactless vessel | Image credit: Connor Surdi

With the majority of Starbucks beverages purchased on the go, the companycontinues to test and learn how to best provide customers the option to shifttoward reusables. Choosing reusables is a new habit for many customers; andStarbucks’ behavioral-science research shows ease and convenience arefoundational for ease of adoption.

In 2022, Starbucks began phasing out its ubiquitous, green-and-white disposablecoffeecupand introducing various incentives for customers to either bring their own cupsor choose a reusable one, and disincentives for using disposable options —including a disposable-cup fee and discounted prices for customers who used a ceramicStarbucks mug in stores. The company also beganallowingcustomers to bring their own cups again; starting in 2024, customers in all Starbucks Stores across the US and Canada will be able to bring their personal cup wherever they order. After a successful personal-cup test run from Aprilto June, customers at 192 stores across Colorado can now bring theirpersonal cup through the drive-thru.

Personal cup washers were developed in partnership with store partners in theStarbucks Tryer Innovation Lab and created to ensure convenience forcustomers bringing their own cups. In participating stores across the ArizonaState University campus, for example, customers can wash their personal cup ora returned Borrow a Cup right at the counter in the time it takes to completetheir order.

TURN's smart-reusables system

Starbucks and TURN return bins can now be found at participating stores in Napa and Petaluma, with instructions for customers to return their Borrow a Cup | Image credit: Connor Surdi

For the newest tests in California, Starbucks teamed up with smart reusable-cupservice TURN Systems — which is already helpingorganizations including LiveNationandUEFAdrastically reduce single-use plastic waste at live events — using TURN’shigh-tech collection bins to understand cup-return behavior. Customers who bringin their own clean personal cup will receive the standard $0.10 off, with anadditional 25 Bonus Stars for Starbucks Rewards members.* When customersreturns a borrowed cup, they also have the option to register online with TURNfor a chance to win aprize (nopurchase necessary).

“Our latest round of reusables tests around the world contribute to our goal forall customer packaging to be reusable, recyclable or compostable in the future,”said Amelia Landers, Starbucks’ VPof Business Strategy, Partner & Customer Solutions. “We know our partners andcustomers care about the planet; and we’re proud to offer them ways to join usin in making sustainable choices in their everyday lives.

The reusables tests are helping Starbucks drive progress toward its commitment toreduce waste by 50 percent by2030;the company recently updated its target to include a commitment for all customerpackaging to be reusable, recyclable or compostable.

“These types of tests are extremely important so that the company can understandall the different ways we can make an impact and move towards goals that we haveset for the future,” said Starbucks district manager TonyaPalacios, who leads the storesconducting ongoing tests in Arizona. “I’m optimistic that we will executethe test at a high level and gather lots of feedback that will influence thenext step in reusable cups and our sustainability goals.”

*Valid at participating stores on in-store beverage purchases only (max 3x perday).