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Starbucks Transformed
Brand Equity
Hussein Hesham
Hussein Hesham
Market and Strategies Unit Director | Ensuring Investments Feasibility & Market
Opportunities | Developing Effective Marketing Roadmaps & Go-To-Market
Strategies
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1. Introduction:
In this edition, we delve into an intriguing academic research paper
that explores how Starbucks successfully integrated sustainability
into its marketing strategy, with profound effects on its brand
equity.
2. Paper Details
4. Conclusion:
Starting January 3, 2024, customers will be able to use their own clean, personal cup
for every visit to stores in Canada and the U.S. – including drive-thru, the Starbucks
app, and in café.
Starbucks is the first national coffee retailer in Canada to offer mobile order for all
drinks and sizes served in a reusable cup.
Milestone achieves goal set in 2022 to make it easier for customers to use reusable
cups and help Starbucks reduce cup waste sent to landfill.
“At Starbucks, we envision a future where every beverage can be served in a reusable cup,”
said Michael Kobori, Starbucks chief sustainability officer. “Offering customers more options
to use a personal cup when they visit Starbucks marks tangible progress towards the future.
We know our customers are passionate about the planet, and now, they can join us in our
efforts to give more than we take, no matter how they order.”
In Canada, Starbucks is the first national coffee retailer to offer customers the option to use
their personal cup in mobile order for all drinks and all sizes. This is part of a larger cultural
movement the company is leading to shift toward reusables and away from single-use
plastics, making it convenient for customers to use their own personal cup for every visit.
"As we know, the most sustainable cup is likely the one you already own. Bringing your own
cup to stores is a critical step toward reducing single-use packaging waste. Starbucks is a
leader in this work, as the first national retailer of scale to offer personal cup ordering for all
beverages and sizes in every channel, including mobile order,” says Kate Daly, Managing
Director and Head of the Center for the Circular Economy at Closed Loop Partners. “The
NextGen Consortium is proud to have Starbucks as a Founding Partner of the Consortium to
reduce packaging waste and looks forward to supporting Starbucks in their work to advance
a waste-free world.”
How it works
Customers at participating stores in Canada who bring any clean, personal cup will receive a
$0.10 discount on their beverage.
Café
In café, customers tell the barista when they order that they brought their own personal cup.
Customers choosing to sit and stay in café can also request a reusable ceramic or glass cup
at most stores.
Drive-Thru
In drive-thru, while ordering, customers order their beverage as usual, and let the barista
know they brought their own cup. At the pickup window, baristas will collect customers’
personal cup without the lid using a contactless vessel to ensure hygiene and safety. The
beverage will be returned the same way.
Starbucks app
When customers order via the Starbucks app, first they will hit the “Customization” button
and then select “Personal Cup” in the customization menu and continue ordering as normal.
When they get to the store, customers connect with their barista at the pickup area, and hand
over their clean personal cup without the lid. The barista will hand the beverage back in a
contactless vessel.
Starbucks is able to offer personal cup ordering in all channels as a direct result of its test
and learn approach, informed by partners (employees) in Starbucks Tryer Innovation Lab and
at pilot locations across the U.S.
Building off a successful personal cup test at 200 drive-thru stores across Colorado last
spring, Starbucks store partners informed and helped co-design the custom reusable cup
smallware all stores will now use to transfer orders to personal cups.
“As long as we are following all our procedures and steps, it doesn’t add any more time, and
it is actually making customers happier,” said Brook, a partner who worked at a store that
participated in the Colorado test. “This has been a really big hit.”
Starbucks has been championing reusable cup options for 30 years, and in recent years
Starbucks has conducted more than 20 reusables tests in stores around the world with more
planned in the year ahead.
Supporting document #5:
MacroTrends (2022). Starbucks Revenue 2006-2019 | SBUX. [online] Macrotrends.net.
Available at: https://www.macrotrends.net/stocks/charts/SBUX/starbucks/revenue.