Starbucks Offers Reusable Plastic Cup for $1

Before you go, we thought you'd like these...
Before you go close icon

starbucks_coffee_cupCoffee retailer Starbucks Corp. (NASDAQ: SBUX) will begin selling a reusable plastic cup for $1 at all its U.S. and Canadian locations in an effort to reduce the amount of waste generated by the company's current paper cups. The company has long offered a $0.10 discount to customers who bring their own cups, and the new reusable cups will be eligible for the same savings.

A Starbucks executive said that in test marketing at 600 stores in the Pacific Northwest, the number of reusable cups brought in by customers jumped by 26% in November compared with November 2011.

At one time Starbucks set a goal of having 25% of its cups be reusable by 2015, but the company has since lowered its sights to just 5% reusable cups. Less than 2% of the cups used at Starbucks in 2011 were reusable.

Whether the company's efforts will pay off remains to be seen. A more effective way to change consumers' behavior might be to charge more for coffee in paper cups, but that could cut sales.

Or maybe Starbucks could promote its recently introduced $7 cup of coffee by giving away this reusable tumbler with each cup. Two birds with one stone you might say.

Paul Ausick


Filed under: 24/7 Wall St. Wire, Food, Retail Tagged: SBUX
Read Full Story

Markets

S&P 500 2,189.87 -1.21 -0.06%
DJIA 19,157.32 -34.61 -0.18%
NASDAQ 5,251.70 0.59 0.01%
DAX 10,513.35 -20.70 -0.20%
HANG SENG 22,564.82 -313.41 -1.37%
NIKKEI 225 18,426.08 -87.04 -0.47%
USD (per EUR) 1.07 0.00 0.01%
USD (per CHF) 1.01 0.00 0.00%
JPY (per USD) 113.69 -0.22 -0.19%
GBP (per USD) 1.27 0.01 0.85%

From Our Partners