Starbucks to roll out reusable Cup-Share program across all EMEA stores by 2025

09 Jun 2021 --- Starbucks is introducing a reusable Cup-Share program in all of its 3,840 stores in Europe, the Middle East, and Africa (EMEA) by 2025. A Starbucks spokesperson tells PackagingInsights the company aims to “ensure reusable cups become the standard to-go option.” 

“This Cup-Share program underlines Starbucks comprehensive strategy to cut back on waste,” the spokesperson adds. Reusable up to 30 times and available in three sizes, each Starbucks cup is associated with an ID number specific to consumers’ deposit payment. 

The reusable cup uses patented foaming technology that creates a rigid and durable wall structure with up to 70 percent less plastic than current reusable cups. Suitable for both hot and cold beverages, the cup does not require a sleeve, further reducing the plastic footprint.

How does it work?
Introducing and scaling a reusable Cup-Share initiative in EMEA is a strategic move for Starbucks to achieve its 2030 goals of reducing carbon emissions, water usage and landfill waste by 50 percent.

The Cup-Share program allows customers to pay a small deposit for the cup, which can be returned to Starbucks via a kiosk or at the point of sale. Upon return, Starbucks will give the deposit back to the customer in the form of a tender.

This initiative comes in addition to providing a 25-30 pence/cent discount for any customer bringing in their own reusable cup across the region. 

An initial Cup-Share program trial will begin over the coming months in the UK, France and Germany.Starbucks is also re-introducing its 5 pence/cent paper cup surcharge in the UK and Germany to encourage reusable usage, with funds being donated to environmental charities. This paper cup charge will also apply to Swiss and Czech Starbucks stores over the coming weeks.

Innova Market Insights identified “The Reusable Revolution” as one of its top packaging trends for 2021, spotlighting the increasing scalability of reusable packaging models targeting a zero-waste world. 

The market researcher highlights within Europe alone, reusable packaging already influences 11 percent of French consumers’ purchasing decisions, just behind German (15%) and British (12%) consumers. 

Know your consumer
In preparation for the Cup-Share program, Starbucks commissioned environmental and behavioral experts Hubbub to research why UK customers do not use reusable cups. 

The survey found that despite 69 percent of people owning a reusable cup, only 17 percent use them every time they buy a hot drink.

• 36 percent reported an inconvenience factor of remembering to bring a cup from home every time they go out.
• 27 percent of people would be embarrassed to ask a store to put a hot drink in their own cup.

Innova’s 2021 consumer survey further points out 14 percent of global consumers view reusable packaging as the most eco-friendly, reaching 11 percent in France, 21 percent in Germany and 14 percent in the UK specifically.

Rolling out reusables
An initial Cup-Share program trial will begin over the coming months in the UK, France and Germany, expanding shortly thereafter based on local operations, regulations and customer feedback.

The current pilot follows a similar model seen in Starbucks stores in Seattle, US, but will suit local operations in the EMEA region. The company also showcased its reusable limited edition drinkware and beverages during Lunar New Year.

“We have a responsibility to give our customers new and unique options to integrate reusables in their day to day lives,” says Duncan Moir, president of Starbucks EMEA.

Notably, food giants exploring reusable beverage models include McDonald’s, Burger King and Unilever.

By Anni Schleicher