In a landmark initiative set to transform coffee consumption habits across North America, Starbucks has launched the full-scale implementation of its personal reusable cup program in all U.S. and Canadian stores. Effective January 3, 2024, this policy marks a critical stage in the company’s ongoing effort to strengthen environmental responsibility. The program reflects a decisive commitment to reducing reliance on single-use plastics and promoting a more sustainable service model.
For years, Starbucks has faced scrutiny regarding the environmental impact of its operations, particularly the substantial volume of disposable cups it produces. In 2018, the company came under significant criticism from environmental organizations for failing to achieve its 2015 pledge to ensure that every cup was recyclable or reusable and to serve 25% of beverages in reusable containers. With an estimated seven billion disposable cups contributing to global waste annually, the urgency for corrective action became increasingly clear.
On August 14, 2023, the company announced that starting in 2024, customers would be able to bring their own clean, personal cups for nearly any beverage purchase. This includes orders placed via mobile applications, in-store transactions, and drive-thru services. The program is designed to seamlessly accommodate reusable containers across all ordering channels.
The nationwide rollout follows years of targeted trials and pilot programs conducted in multiple global markets and select U.S. regions. The initiative represents the result of extensive operational testing, consumer engagement, and logistical planning. It underscores Starbucks’ vision of a future where every beverage can be served in a reusable cup, aligning both with sustainability objectives and evolving customer expectations.
In 2021, Starbucks introduced its “Borrow A Cup” program in five Seattle stores, aiming to encourage customers to replace single-use plastic cups with more sustainable alternatives. The initiative offered a $1 refundable deposit, which could be redeemed within two months for an equivalent in-store credit, along with ten bonus stars for rewards members. This approach was designed to promote cup returns and foster repeat participation.
Following these initial trials, the reusable cup program expanded beyond Seattle to additional U.S. markets and, by August 2023, to international locations including Germany, Japan, the United Kingdom, and Singapore. These global pilots provided valuable insights into customer adoption patterns and the operational adjustments required in diverse retail environments.
A key step preceding the national rollout was the “personal cup test” conducted at 200 drive-thru locations in Colorado during the spring of the previous year. Running from April to June, the pilot examined how reusable cups could be integrated into high-volume, convenience-focused service models. Customers participating in the test received a $0.10 discount and 20 bonus stars for selecting reusable cups at the drive-thru, further incentivizing sustainable choices.
Brook, a partner involved in the Colorado pilot program, shared a positive assessment, noting, “As long as we are following all our procedures and steps, it does not add additional time, and it is actually making customers happier.” This perspective underscored both the operational viability and the favorable customer response, characterizing the initiative as “a significant success.”
Reinforcing its commitment, Starbucks’ flagship SODO 8 store in Seattle has been serving all beverages in reusable tumblers since March 2022. In parallel, testing has been conducted at Arizona State University campus locations, where participants in the “Borrow A Cup” program receive a $1 discount and have access to a dedicated cleaning station for personal or borrowed cups.
The company emphasized that the findings from these varied pilots have been instrumental in shaping its broader strategy. Starbucks stated, “The biggest thing to learn from these tests as we prepare to bring this model to more stores, is how to offer customers a way to shift away from single-use cups toward a reusable to-go coffee experience, in a way that is convenient, easy, and enjoyable.” This reflects a methodical approach to driving sustainable behavioral change among consumers.
The nationwide reusable cup program has been designed with simplicity and hygiene as guiding principles. For customers ordering inside a café, the process requires only informing the barista of a personal cup at the time of order. Patrons who choose to remain on-site for consumption may also select “For Here Ware,” which includes reusable glass or ceramic tumblers available at most locations.
For drive-thru customers, procedures have been carefully adapted to maintain efficiency and safety. After indicating the use of a personal cup when ordering, customers present their clean, lidless cup at the pickup window. Baristas utilize a contactless vessel to transfer the cup, ensuring hygiene, and the prepared beverage is returned to the customer in the same contactless manner.
Mobile orders, a rapidly growing channel, fully support the reusable cup option. Customers using the Starbucks app select “Personal Cup” through the “Customization” menu during order placement. Upon arrival at the store, they hand over their clean, lidless cup to a barista at the pickup area, who prepares and transfers the beverage following the contactless protocol.
A key element of the nationwide reusable cup initiative is ensuring the cleanliness of personal cups for customer safety and operational integrity. Starbucks clarified, “For customers’ safety and ours, baristas cannot rinse personal cups in Starbucks equipment sinks. For this reason, no dirty cups will be accepted.” This policy places the responsibility for cup cleanliness on the customer, highlighting a practical operational consideration.
The company is actively encouraging participation through incentives. Customers in the U.S. and Canada who bring any clean personal cup receive a $0.10 discount on their beverage. Starbucks Rewards members in the U.S. are additionally offered 25 Bonus Stars, leveraging the loyalty program to promote sustainable choices. These measures are intended to raise awareness and adoption of the program while aligning financial benefits with environmental responsibility.
The program accommodates any clean personal cup, with no requirement to purchase Starbucks-specific cups. All standard Starbucks sizes—short, tall, grande, and venti—and beverage formats, including hot, iced, and blended drinks, are eligible for personal cup use.
To maintain beverage consistency and quality, baristas employ new, custom beverage craft tools with standardized measurement lines. This operational adjustment ensures that drinks prepared in personal cups adhere to Starbucks’ precise recipes and quality standards before the beverage is poured into the customer’s cup and finished with any requested toppings.
The national rollout of Starbucks’ reusable cup initiative marks a significant milestone for the industry. Starbucks positions itself as the first national coffeehouse in the U.S. to allow customers to use personal cups for mobile orders. In Canada, it is likewise the first to offer this option for all beverages and sizes via mobile ordering. This pioneering approach supports the broader cultural shift the company seeks to advance, moving away from single-use packaging, particularly plastics, and making reusable cups a convenient standard.
Michael Kobori, Starbucks’ chief sustainability officer, articulated the company’s vision, stating, “At Starbucks, we envision a future where every beverage can be served in a reusable cup.” He emphasized the collaborative nature of the initiative, adding, “Offering customers more options to use a personal cup when they visit Starbucks marks tangible progress towards the future. We know our customers are passionate about the planet, and now, they can join us in our efforts to give more than we take, no matter how they order.”
Kate Daly, Managing Director and Head of the Center for the Circular Economy at Closed Loop Partners, highlighted the value of existing personal items. She stated, “As we know, the most sustainable cup is likely the one you already own. Bringing your own cup to stores is a critical step toward reducing single-use packaging waste,” recognizing Starbucks as “a leader in this work, as the first national retailer of scale to offer personal cup ordering in every channel, including mobile order.”
Despite the environmental benefits, operational challenges remain. Union employees have expressed concern about potential strain on baristas. Cadence Castro, a member of Starbucks Workers United, noted that the policy “is not sustainable for partners, especially considering we currently have no way of making multiple drinks at a time with this method.” This feedback underscores the practical considerations inherent in implementing a nationwide reusable cup program.
Jet, a four-year Starbucks employee and union member, recognized the environmental benefits of the reusable cup program but emphasized staffing constraints. Jet stated, “Implementing this at a time in which we are understaffed, underpaid, and overworked is going to be rough on us partners with needing to learn a new process and keep up with it on top of our flow and usual work,” highlighting the human impact of implementing large-scale operational changes.
Despite these challenges, Starbucks’ sustainability goals remain ambitious. The company aims to reduce waste by 50 percent by 2030, a target announced in 2022. This commitment extends beyond reusable cups, encompassing other initiatives such as a kiosk-based program to return durable foodservice packaging for washing and reuse, as well as broader sustainability partnerships, including providing EV charging stations in collaboration with Volvo.
The transition to a deeply integrated reusable cup culture at Starbucks represents more than a procedural adjustment; it embodies a substantial societal shift. It encourages millions of daily coffee consumers to actively participate in a broader environmental movement. The initiative’s success depends not only on Starbucks’ corporate commitment and innovative operational design but also on the collective willingness of individuals to adopt a simple yet impactful change in their daily routines. This effort paves the way for a future in which sustainable choices are as routine and accessible as the morning coffee itself, reflecting a growing global awareness that small, consistent actions can drive meaningful environmental progress.
