By 2025, the company wants every customer to be able to either use their own mug easily or borrow a ceramic or reusable to-go mug from their local Starbucks.
Starbucks is also planning, by the end of next year, to let customers use their own personal mugs at every Starbucks in the United States and Canada, even if they order ahead or use the drive-thru.
For that test, customers paid a $1 deposit, and had to return the cup to a smart bin located in the store to get their dollar back. Customers also earned rewards for using the cup. But that model is still just being tested, so the company wants to encourage the use of reusable mugs in other ways.Early in the pandemic, when people feared that the coronavirus could spread easily on surfaces, Starbucks barred customers from bringing their own mugs. It has since brought back the option and is now trying out ways to make it more attractive.
During a February analyst call, Starbucks CFO Rachel Ruggeri said that Starbucks' drive-thru windows and its mobile orders together account for about 70% of sales at US stores operated by the company. The team is trying"different things, over and over again," to figure out what might work, she said."We're right now in the middle of all of that work."
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