The coffee giant aims to sell 5% of all beverages in reusable cups by 2015.
Starbucks Corp. is encouraging customers to be more environmentally-friendly with the rollout of its $1 reusable plastic cup, which is available at cafes this week.
The Seattle-based coffee chain has long rewarded customers with a 10-cent discount when they bring in reusable cups for refills. But Starbucks is hoping its affordable reusable mug—which resembles its paper cups, complete with the Starbucks logo—will encourage more customers to engage in the practice.
Starbucks will clean the new cups, as it does with all reusable cups, with boiling water each time customers bring them in for a refill.
Following a test run in 600 stores in the Pacific Northwest over the past few months, the new cups are now being rolled out nationwide and in Canada.
In 2008, Seattle-based Starbucks aimed to sell 25% of all drinks in reusable cups by 2015. That goal has since been changed to 5%.