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Starbucks is staying true to its green cups by keeping the earth green. By 20205, a reusable "Cup Share" program will be possible in the franchise's 3,840 locations throughout Europe, Africa, and the Middle East. A trial will begin in the U.K., France, and Germany and adjust based on user feedback. This program comes as a result of the chain's new efforts to reduce waste. The cups have been tested to last up to 30 times and can hold either hot or cold liquids.
Similar to how some grocery stores take a deposit for a shopping cart, an amount of money will be given to a cashier for the cup and repaid once the cup is brought back. Each cup has an identifying number that allows Starbucks to track if the deposit has been paid or repaid. There will also be a discount for those who opt for a returnable cup, as well as a surcharge for using a disposable cup in certain locations.
According to one 2019 study conducted by Hubbub, the environmental behavior expert, forgetfulness and embarrassment are the most common reasons people don't use their reusable cups. About 36% of those surveyed said that they own reusable cups, but often leave them at home or in their cars. Another 27% said they were embarrassed to ask an employee to use the nondisposable option.
Hopefully, this new program will make sharing the new normal all around the world.