Coffee giant Starbucks (NASDAQ:SBUX) is changing its signature cups.
Starting today, customers getting their morning cup can opt to purchase a reusable plastic cup from Starbucks, Fox8 Cleveland reports. The cups cost $1 each, and customers who buy them get a 10-cent discount on each subsequent coffee purchase.
A spokesman for the chain says that while Starbucks has offered reusable cups in the past, the lower price point has the firm hoping that more customers will switch to them. The cups are available at company-owned stores in the U.S. and Canada.
In the past, Starbucks has been a target of environmental activists due to the amount of paper cups the chain puts into the waste stream. With the new move, the company is hoping to encourage its customers to make a more environmentally friendly decision with their daily coffee.
According to the chain, only 2% of customers use personal cups when buying from Starbucks. The goal is to raise that to 5% by 2015. The previous goal, which wasn’t going to be met, was 25% by 2015.