TEMPE, Ariz. - Bethany Patton steps up to the counter and places her pink mug into a shoebox-sized dishwasher. It spins. It whirs. Water splashes inside. After 90 seconds, the door opens and steam emerges. A barista grabs the mug, dries it and prepares Patton's order - a 16-ounce Starbucks double espresso on ice.
The stated reason is that it's the right thing to do for the environment, and Starbucks has a history of lofty sustainability goals around various aspects of their global operations. Some have been met, such as new stores being certified for energy efficiency; others have been revised or scrapped entirely. For example, in 2008 the company said that by 2015 it wanted 100% of its cups to be recyclable or reusable. Today, that's still a long way away.
The goal: to cut the company's waste, water use and carbon emissions in half by 2030. Pulling that off will be tricky and fraught with risks. It provides a window into how companies go from ambitious sustainability targets to actual results. “Not one institution, not one organization, not even one sector can change it on its own,” Simon says.
But as the largest coffee company in the world, with more than 37,000 stores in 86 countries and revenues of $32 billion last year, Starbucks could force change across the industry. At the same time, failure to adapt and lead could hurt the coffee giant in customers' eyes. “They are just trying to get more buyers,” 10-year-old Aria June said with a laugh after buying Starbucks in Seattle. Then, prodded by her father, she added that sustainability and getting more business could co-exist.At the Arizona State store, if customers don't bring their own cup, they are given a reusable plastic one with a Starbucks logo. If they bring it back, they get $1 off, just like customers who bring their own.
That pushes the limits of what can be done with recycled paper material that holds hot liquids. Paper pulp from recycled cups has shorter fibers than virgin pulp, which means less rigidity, important particularly with hot coffee. How much recycled material can be used in manufacturing new cups depends on how equipped any particular area is to gather material and recycle it. Big cities have major recycling infrastructure, but many communities around the world have little to no recycling capacity.