Goals & Progress: Reusable Cups
Goal: Serve 5 percent of beverages made in our stores in personal tumblers by 2015
Previous Goal: Serve 25 percent of beverages made in our stores in reusable cups by 2015
In 2011, customers used personal tumblers more than 34 million times – nearly 2% of all beverages served in global company-owned stores.
An important component of our overall waste reduction strategy is the use of reusable cups. When we outlined this strategy in 2008, we set a bold goal to serve 25 percent of all beverages in reusable cups by 2015 – either in personal tumblers our customers bring in or our “for here” serveware in stores. We have also advocated for improved recycling infrastructure and using post-consumer fiber in our packaging.
Since 1985 we’ve rewarded our customers with a discount when they bring in personal tumblers. To promote this practice, we’ve included special campaigns in April of 2010 and 2011, offering customers who brought their tumblers into our stores a free brewed coffee. In 2011 customers brought their own tumblers into our stores more than 34 million times, saving more than 1.5 million pounds of paper from landfills.
While we have seen a more than 55 percent increase in personal tumbler use over the past three years, we have experienced challenges in consistently executing and tracking our “for here” serveware use in stores around the world. Because of these challenges and the fact the majority of beverages are consumed outside of our stores, we are resetting our goal to focus on increasing the use of personal tumblers. Our new goal is to serve 5 percent of all beverages made in our stores in personal tumblers.
We will continue to provide reusable options in all stores with seating and find creative ways to raise awareness for this important, everyday waste-reduction opportunity. We challenge ourselves , our partners, to use reusable cups and remain committed to exploring new ways to reduce our cup waste.
How You Can Help
Use a Tumbler at Starbucks
You save 10¢ and a paper or plastic cup every time, at our company-owned stores.
Check out the many different styles of mugs and personal tumblers available in our Online Store.