Starbucks has recently launched its first returnable cup program in Canary Wharf, London, to increase reusable cup use.

Without needing to remember to bring their own cup, customers can ask for their beverage to be served in a reusable cup by paying a £1 deposit.

When returned for a refund, the cups are professionally cleaned and sanitised before further reuse.

All customers opting for a returnable cup will also receive Starbucks usual 25p reusable discount.

Starbucks said the returnable cup program aims to break down existing barriers preventing greater reusable uptake by building reusables into people’s daily lives.

According to a 2019 UK study by environmental charity Hubbub, over a third (36%) of people don’t use a reusable cup every time they buy a hot drink because they simply forget their cup.

Starbucks is testing the new program with consumers in Canary Wharf, as well as the who;le of Geneva, drawing on learnings from its previous UK pilot at travel hub destination, Gatwick Airport.

Ultimately, the goal is to have a reusables solution in all 4,000 Starbucks stores in Europe, Middle East and Africa by 2025.

Duncan Moir, president, Starbucks EMEA, said: “As part of Starbucks commitment to promote reusability and reduce waste to become resource positive, we’re excited to begin implementing the first EMEA trials of Starbucks returnable cup program in EMEA.

“Our returnable cup program allows customers to opt for a reusable in the same way they would a single use cup, breaking down barriers preventing greater reusable uptake and putting convenience front and centre to enable customers to easily transition away from single use and make reusability the only option, long-term.”

Hubbub said: “This program is an exciting opportunity to test a simple, seamless reusable cup solution in several different urban environments across Europe.

“Our research shows that a high proportion of customers have a reusable cup, but often don’t remember to bring them into store. The Starbucks returnable cup program overcomes this barrier. If Starbucks can successfully connect and increase engagement between customers and reusables, this program will set a blueprint that can be implemented at scale.”

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