Conducting a campaign for not using disposable paper cups in stores for six months from this January, Starbucks Coffee Korea announced the rate of mug use, compared with the rate of using entire cups in the 350 stores, was increased by more than twice from 13% to 28%. In particular, in 50 stores, which has participated in the campaign since January, the rate of mug use within the stores increased from 18 %(estimated) to 60% for six months.
< Change in the rate of mug use in Starbucks stores >
Division
Before the campaign
(First half of 2010)
After the campaign
(First half of 2011)
Rate of increase
Rate of mug use compared with the rate of using entire cups
(in 350stores)
13%
28%
increased by 2.2times
Rate of mug use within stores
(in 50stores)
18%
(Estimated)
60%
increased by 3.3times
In addition, from July 2010 to June 2011 about 842,000customers brought their own cups or tumblers, showing high interest in the campaign. The campaign is to provide every beverage in a mug as long as there is no specific demand such as take-out. Beginning with 50 stores in this January, the campaign was participated by 110 in March and the entire 350 Starbucks stores have joined since June. During the first half of the year, more than 4million paper cups have been saved by the campaign, compared with the same period last year.
The ministry has expanded the campaign to 902 stores of Caffe bene, Angel-in-us and Hollys Coffee since August 1. It also plans to promote the campaign with other fast food chains and coffee brands which signed a voluntary agreement with it so as to spread the campaign on a pan-national level.
source: APEC-VC Korea
