Starbucks Tests Takeout Cup Tax In Effort To Go Green

Starbucks is looking to boost its environmental image, and apparently thinks that a good way to do that is to levy a takeout cup tax.

The coffee giant announced the test in a press release to its EMEA (Europe, Middle East, Asia) markets, saying that it’s part of an effort to promote reusability in stores.

In the UK, Starbucks currently offers a 25-pence ($0.35 USD) discount to those who bring in reusable cups. However, it’s proven to not be a deterrent to the standard Starbucks cup, according to the press release. Thus, Starbucks is switching from the carrot to the stick with the takeout cup tax, which would upcharge customers 5 pence ($0.07 USD) for using the traditional paper cup.

At the same time, Starbucks will begin “prominent marketing” of their reusable cups, which are sold for a Euro each to make them more accessible and affordable. The chain is hoping that a combination of these efforts will see a drop in paper cup usage and an increase in reusable cups.

The test will last for three months at 20-25 stores in central London, and funds from the upcharge will be used to run a behavior change study with Hubbub, a local behavioral change study group. Once the study is completed and the data analyzed, Starbucks may choose to expand to other locations and markets, potentially including those in the US. They will share their results with “any interested parties before taking a view on next steps,” however.