Wherever my travels take me, my coffee order always remains the same; but the local coffee shop “dialect” always varies: red eye, shot in the dark, dark roast with a shot, etc. Fortunately there is one standard that has trickled its way through coffee shops and that’s the discount java heads get for bringing in their own mug. And just this week, Starbucks took the reusable mug concept to another level when they introduced their $1 reusable cup.
It’s yet another step Starbucks is taking toward making its brand more sustainable and “eco-friendly”—neither terms of which I’m particularly fond. Along with the new cup, the iconic coffee brand seems keen on advertising the 10 cent discount consumers have been able to cash in on for years. Although 34 million Starbucks beverages were served in reusable mugs in 2011, that represents only 2% of Starbucks total sales.
The new cup, combined with an increased awareness of the existing 10-cent discount is a savvy move in terms of both business and sustainability.