Reusable cups have long been an in-store option at the coffee chain, but with three-quarters of orders now drive-thru, mobile or delivery, it's a bigger issue.
Starbucks says it is on track for customers to be able to order with reusable cups at any U.S. location, by order methods including drive-thru and mobile, by the end of this year.
Starbucks has allowed customers to order with their own personal reusable cup at store counters since 1985, but the extension of this to drive-thru and mobile ordering is a much bigger deal.has allowed customers to order with their own personal reusable cups at a store counter, offering a 10-cent discount for customers that chose this sustainable option.
The move to mobile and drive-thru came after struggling for years with long wait times in stores that led the chain to lose many sales. There's the risk of added wait time to store visits as customers have to hand baristas their reusable cups at drive-thru windows, and mobile orders will no longer be ready for immediate pickup when customers get to stores if they choose to bring their own cup. The experience of on-the-go coffee may be reshaped if Starbucks achieves its reusable cup goal.
"So far in the testing period, we have not seen any disruption in customer experience," a Starbucks spokesperson said.told CNBC in an interview last year
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