Starbucks Returnable Cup Pilot

Returnable cup scheme trial / Source: Starbucks

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5 MINUTE READ

Nadine Smith

WHAT WE SAY:

When a global giant like Starbucks, with its 31,000 stores, introduces a returnable cup scheme it should be cause for celebration.

However, this current pilot bears signs of Starbucks trying to ‘have it all’ – promoting a programme which causes minimum disruption to employees while integrating seamlessly with customers’ existing experience. All of which raises questions about whether a systems change without any fundamental change to a system can lead us to a waste-free future. Starbucks gets through 8,000 cups a minute, so action is required, but we’d like to see the company implement more robust returnable schemes such as those by Club Zerø. With the trial now running for several months, watch this space to see what Starbucks’ next move will be.

KEY FACTS:

Launched in February 2022, Starbucks’ new returnable cup pilot programme is being trialled in its EMEA market. The scheme prioritises convenience, allowing consumers the opportunity to swap to a reusable cup at the point of sale, and return used cups in-store.
The cups are made from polypropylene plastic and are said to use 70% less plastic than Starbucks’ current reusable cups, thanks to an opaque segment made using a patented foaming technology. The segment is designed so it can both insulate hot beverages and reduce condensation in cold ones, and it removes the need for a cardboard sleeve.
While polypropylene is technically recyclable, global recycling rates are below 10% for plastic and cannot be relied upon as an appropriate end-of-life solution. In previous pilots, the reusable cups were able to be used up to 30 times, after which they will likely end up in incinerators or landfill.
Available in three sizes, although notably nothing suitable for an espresso, the cup pilot is originally focusing on London (Canary Wharf), Geneva and Paris, with plans to extend to all 4,000+ stores in Europe, the Middle East and Africa by 2025. Within the first five weeks of the scheme in Canary Wharf, 5,400 cups were borrowed. How many were returned for reuse is not clear.
Similar to other returnable schemes trialled in the UK capital, borrowers pay a GBP 1 (USD 1.25) deposit, receive a discount and/or incentive, and their deposit is refunded upon the cup’s return. With the Starbucks scheme, consumers receive a 25p discount on their drink and gain 25 loyalty stars for their account.
After the cups are returned, they are sent to a central location where they are checked, cleaned and redistributed to participating stores.

Returnable cup separation bins / Source: Starbucks

Returnable cup scheme trial / Source: Starbucks

DIVE DEEPER:

Research by Hubbub shows that over a third of people don’t use a reusable cup every time they buy a hot drink, mainly because they don’t always have their reusable cup on them to use. Starbucks’ in-store returnable cup programme negates the need to remember a reusable cup in the first place.
Building on previous Starbucks’ global reusable cup pilots in Seattle, Seoul, Singapore, Tokyo and London, this pilot was designed to integrate seamlessly for both customers and employees. As the cup is already available in-store, customers don’t have to carry their own, while baristas are able to use it for in-store, drive-through and mobile orders. Taking the cups offsite for cleaning also prevents further work for in-store employees.
Unlike other returnable schemes, identifying codes are not being used to connect the cup with an owner to facilitate the deposit return. The scheme instead relies on communication between the consumer and employee on return, adding an element of complexity.
For the Geneva sector of the trial, additional environmentally friendly measures are being integrated. Cargo bikes are collecting the cups between reuses and an electric vehicle is transporting all cups to the cleaning site.
As a founding partner of the NextGen Cup Challenge, Starbucks is actively searching for alternatives to the single-use Paper-composite cups that have become ubiquitous with takeaway coffee.
This new pilot programme forms part of Starbucks’ commitment to reduce waste by 50% by 2030. It’s also aiming to reduce its carbon emissions and water use by 50% by the same date.

"Over a third of people don’t use a reusable cup every time they buy a hot drink."

Hubbub

Key Design Considerations:

Longevity is key for reusables

Previous reusable Starbucks cups were only intended to be reused 30 times, and there’s nothing to suggest this one is different. Given other reusable systems such as barePack are able to reuse cups up to 500 times, this solution seems like a mid-point between single-use and reusable. Consider what other materials – such as Steel or Aluminium – could be used to create a long-lasting cup that isn’t destined for landfill at its end-of-life.

Impact vs aim

As with any opt-in system, this pilot programme is not having the scale of impact it could if there wasn’t consumer choice at check-out. Starbucks’ published figures for returnable cup use in the Canary Wharf trial is 5,400 cups across five stores. According to Clean Water Action, Starbucks uses over 8,000 paper cups globally every minute. Assuming these stores represent an average use, we can estimate a use of around 1,800 cups a day. Over the five weeks, this is around 65,000 cups, meaning 5,400 cups is potentially only 8% of (previously paper) cup use. Every little helps, of course, but when is it too little?

Simplicity is key

Simplicity and rewards are paramount. There have understandably been hiccups with this trial including a lack of requests for return deposits. A tracked deposit return scheme would help pass the power back to the consumer, enabling them to receive their deposit automatically after returning a cup. While having the cups at the point of sale fits more seamlessly into everyday life, requiring consumers to remember to ask for their deposit does not, and also makes things awkward. Automate this process to encourage uptake.

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Starbucks Returnable Cup Pilot

WHAT WE SAY:

When a global giant like Starbucks, with its 31,000 stores, introduces a returnable cup scheme it should be cause for celebration.

KEY FACTS:

DIVE DEEPER:

Research by Hubbub shows that over a third of people don’t use a reusable cup every time they buy a hot drink, mainly because they don’t always have their reusable cup on them to use. Starbucks’ in-store returnable cup programme negates the need to remember a reusable cup in the first place.

Unlike other returnable schemes, identifying codes are not being used to connect the cup with an owner to facilitate the deposit return. The scheme instead relies on communication between the consumer and employee on return, adding an element of complexity.

For the Geneva sector of the trial, additional environmentally friendly measures are being integrated. Cargo bikes are collecting the cups between reuses and an electric vehicle is transporting all cups to the cleaning site.

As a founding partner of the NextGen Cup Challenge, Starbucks is actively searching for alternatives to the single-use Paper-composite cups that have become ubiquitous with takeaway coffee.

This new pilot programme forms part of Starbucks’ commitment to reduce waste by 50% by 2030. It’s also aiming to reduce its carbon emissions and water use by 50% by the same date.

Hubbub

Key Design Considerations:

Longevity is key for reusables

Impact vs aim

Simplicity is key

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