Starbucks rolls out reusable cups in sustainable consumption drive

The cups come with a $1 price tag, but every time a customer uses one, they will receive a discounted drink as the coffee chain looks to incentivise more sustainable consumption. This effectively means that after 10 drinks, the cup has paid for itself.

As with other reusable cups that customers can bring in themselves, the new cups will be cleaned with boiling water each time before and after use.

According to Starbucks, trials carried out on the reusable cups across 600 of its stores last year saw reuse rates increase by 26%.

In 2008, the company had a target to serve 25% of all drinks in reusable cups by 2015, but that goal has since been reduced to 5%.

Maxine Perella