One option is to allow customers to drop off their cups at an earlier point in the drive-thru lane so that the drink is ready in a personal cup once they swing around to the window, Landers said.
Pantene and Stubb's will be sold in reusable containers at some Kroger stores But Starbucks is exploring ways to make the process smoother. “We have different versions of the drive-thru layout.”Ĭustomers can simply give their cups to baristas at the drive-thru window. “We’ve got mock stores set up,” said Landers. To that end, Starbucks has been testing different options at its innovation center.
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So to achieve its zero-disposable-cups goal, Starbucks needs to figure out how to get reusables through a drive-thru, and make them available to customers who order ahead.
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But since the pandemic, more customers have been coming through the drive-thru or ordering ahead.ĭuring a February analyst call, Starbucks CFO Rachel Ruggeri said that Starbucks’ drive-thru windows and its mobile orders together account for about 70% of sales at US stores operated by the company. Years ago, ordering ahead or using a drive-thru might have been a rare enough occasion. But it gets a lot more complicated when customers bring their own cups to the drive-thru or when they order ahead through the Starbucks app. “We are also going to be testing a disposable cup fee.” She added that the chain is also experimenting with discounted prices for people who use a Starbucks-provided ceramic mug in stores. “We’re testing an incentive on the personal cup to go up from where it is today - from 10 cents to 50 cents,” Landers said. It has since brought back the option and is now trying out ways to make it more attractive. Courtesy Starbucks Coffee CompanyĮarly in the pandemic, when people feared that the coronavirus could spread easily on surfaces, Starbucks barred customers from bringing their own mugs. Starbucks wants all customers to be able to use reusable mugs and glasses at its stores. And you don’t need to sit and sip your coffee at a Starbucks, something most people don’t have time for on a weekday morning.īut that model is still just being tested, so the company wants to encourage the use of reusable mugs in other ways. You don’t have to remember to bring your own reusable mug or, if you do, get stuck with a dirty cup for the rest of the day. The model is the most promising because it’s the easiest to integrate into customers’ daily lives. (SBUX) is running similar pilot programs in Japan, Singapore and the United Kingdom. A third-party company collected the dirty cups for cleaning, so baristas didn’t have to worry about that part of the process. For baristas, the process was straightforward enough - they just used the reusable cup instead of a regular one to prepare drinks. “The excitement and engagement was really high among my customers and my ,” she said.
Kim Davis, who manages a store where the program was tested, said that customers were curious about the bin, and once baristas explained it to them, many were on board with the concept.
Customers also earned rewards for using the cup. “We developed a new cup that had a very low environmental footprint, was lightweight polypropylene, ultimately recyclable and could replace 100 single-use disposable cups,” Landers explained.įor that test, customers paid a $1 deposit, and had to return the cup to a smart bin located in the store to get their dollar back. In Seattle, Starbucks tested a beta version of such a program last year. “We are testing a number of different programs around the globe,” including “20 different iterations and in eight different markets.” “I think that will take the lead,” she said. To phase out disposables, Starbucks is considering a widespread borrow-a-cup program, in which customers pay a deposit for a durable cup that they take with them and drop back off after use.Īmelia Landers, a vice president of product experience whose team is responsible for sustainable packaging at Starbucks, expects that this model will resonate more with customers compared to other sustainability efforts.
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