Starbucks is planning a big change to its iconic cups.
Bethany Patton steps up to the counter and places her pink mug into a shoebox-sized dishwasher. It spins. It whirs. Water splashes inside. After 90 seconds, the door opens and steam emerges. A barista grabs the mug, dries it and prepares Patton’s order — a 16-ounce Starbucks double espresso on ice.“Saving the environment is important and all, but I probably come here more in knowing that I’m going to get a dollar off,” says Patton, 27, a cancer researcher at Arizona State University.
At the store where Patton gets her coffee, Starbucks already doesn’t serve any in disposable paper or plastic cups. Customers who don’t bring their own are given a reusable plastic one that can be dropped off in bins around campus. It’s one of two dozen pilots over the last two years, aimed at changing how the world’s largest coffee maker serves its java.
Erin Simon, vice president for plastic waste and business at World Wildlife Fund, says commitment from major companies can help. But ultimately, she says, major change can happen only with corporate collaboration — and government regulation. But as the largest coffee company in the world, with more than 37,000 stores in 86 countries and revenues of $32 billion last year, Starbucks could force change across the industry. At the same time, failure to adapt and lead could hurt the coffee giant in customers’ eyes.
“They are just trying to get more buyers,” 10-year-old Aria June said with a laugh after buying Starbucks in Seattle. Then, prodded by her father, she added that sustainability and getting more business could co-exist.At the Arizona State store, if customers don’t bring their own cup, they are given a reusable plastic one with a Starbucks logo. If they bring it back, they get $1 off, just like customers who bring their own.
That pushes the limits of what can be done with recycled paper material that holds hot liquids. Paper pulp from recycled cups has shorter fibers than virgin pulp, which means less rigidity, important particularly with hot coffee. How much-recycled material can be used in manufacturing new cups depends on how equipped any particular area is to gather material and recycle it. Big cities have major recycling infrastructure, but many communities around the world have little to no recycling capacity.
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