KEY FINDINGS
Test stores
Pre-trial trend
Control stores
The 5p charge, supported by high media profile, strong communications and store partner training, increased the proportion of hot drinks sold in reusable cups from 2.2% before the trial to 5.8% during the trial.
Use of reusable cups was already on the increase in Starbucks stores; it had risen from 1.6% in 2017 to 2.3% before the trial in 2018 in comparable weeks.
Time of day
Environmental messages
Reception of charge
Use of reusable cups at test stores was highest in the morning.
Promotions and giveaways at launch and during the week of Earth Day caused spikes in reusable cup use at test stores.
Anecdotal feedback showed that the 5p charge was positively received by the majority of customers and store partners.
Summary 7
The proportion of hot drinks sold in reusable cups also increased at control stores, from 2.2% before to 3.3% during the trial. This was likely due to increased media profile of the issue of cup waste, promotions and giveaways.
7/32 Summary