Starbucks to scale re-usable cup sharing scheme across all EMEA stores by 2025

Starbucks has announced that it will introduce its reusable Cup-Share programme at all of its 3,840 stores across 43 countries in Europe, the Middle East, and Africa by 2025

Starbucks Cup-Share scheme will be introduced at 3,840 stores across 43 countries in Europe, the Middle East, and Africa by 2025 | Photo credit: Starbucks Coffee Company 

Starbucks has said an initial trial of the Cup-Share scheme will begin over the coming months in the UK, France and Germany, It will later be scaled across other countries in the region based on local operations, regulations, and customer feedback.

In a press release, Starbucks said the programme is designed to overcome barriers currently limiting reusable cup usage. The pilot project will involve customers paying a small deposit for a reusable cup for hot and cold beverages. Tested to last up to 30 uses and available in three sizes, each cup has an identifying number associated with the Starbucks reusable cup to the deposit paid. Customers can then use their reusable cup and return it to Starbucks in exchange for the deposit.

“We have set an ambitious goal to be a resource positive company and I believe we have a responsibility to give our customers new and unique options to integrate reusables in their day to day lives. While we have made great strides in reducing the number of single use paper cups that leave our stores there is more to be done and we must make reusability the only option, long-term,” said Duncan Moir, President, Starbucks EMEA.

The initiative will complement an existing 25-30 pence/cent discount for customers bringing in their own reusable cup across the region. The company is also re-introducing its 5 pence/cent paper cup surcharge in the UK and Germany to encourage reusable usage with funds being directed to environmental charities addressing global waste issues. Starbucks stores in Switzerland and Czech Republic will also be introducing a paper cup charge over the coming weeks, the coffee chain has confirmed.

In January 2020, Starbucks launched an ambitious 10-year sustainability strategy. It commits the coffee chain to storing more carbon than it emits, eliminating waste, and provide more clean water than we use. The 2030 goals include 50% reductions across carbon emissions, water usage and waste sent to landfill.

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