Starbucks serves up reusable cups

Starbucks has introduced a reusable cup that will give customers a 25p discount every time they use it as part of its ongoing efforts to reduce waste.

Starbucks

Globally, the coffee chain is aiming for 5 per cent of its drinks to be served in reusable cups by 2015.

The cup costs £1 and is made of “high quality material” that is lighter than the already available Starbucks ceramic tumbler. They are available in select stores from today (19 April).
The launch will be promoted in-store and via Starbucks’ social channels.

During “UK Coffee Week” next week (from 22 to 28 April) every time customers use any reusable cup, an additional 25p will be donated to Project Waterfall, the charity that provides communities in African coffee-growing countries with safer access to drinkable water, hygiene and sanitation.

Ian Cranna, Starbucks vice president of UK marketing, says: “We know that our customers really care about saving money and doing their bit for the environment; between 2008 and 2012 the number of people using a Starbucks reusable tumbler increased by 235 per cent and our new reusable cup is a low-cost, high-impact way to help make a difference on reducing waste.”

Last year Starbucks employees began writing customers’ names on the side of their cups as it looked to personalise the service it offers in-store.

Read our Starbucks brand audit here.

Watch Ian Cranna speak on Centre Stage at Marketing Week Live! on Thursday 27 June at Olympia, London. Register your free place here.

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