- Starbucks is moving away from clear plastic cups in some locations.
- It has introduced opaque cups for its hot and cold drinks in 14 states.
- It’s a big change for a brand known for its Instagrammable drinks.
Starbucks has rolled out opaque cups for its drinks in some states, marking a shift in presentation for a brand that’s become known for designed-for-Instagram drinks.
A representative for the chain told BI that a “small number of stores” in the US transitioned to using “commercially compostable hot and cold cups because of local government requirements.” The change went into effect on February 11 in 14 states, including California, Washington, and Massachusetts.
As of the end of December, the chain had over 17,000 stores across the US.
The new cups — which are white and feature flat or domed lids — look similar to the disposable paper cups the chain has historically used for to-go hot drinks. They bear the message, “This cup is compostable. Cheers to helping reduce waste together.”
The website says they are made from fiber-based paper board with a bioplastic liner.
The move to opaque cups is a shift for a brand known for colorful drinks that often go viral on social media.
In 2019, Starbucks launched a limited-time-only drink, the Tie-Dye Frappuccino, a fruity drink with rainbow colors. Other notable — and Instagrammable — limited launches include the bright purple Unicorn Frappuccino in 2017 and the turquoise Crystal Ball Frappuccino in 2018.
Starbucks also sells some colorful items on its permanent menu, such as its magenta-colored Refreshers and its Chocolate-Covered Strawberry Crème Frappuccino Blended Beverage.
Mário Braz de Matos, the cofounder of the Singapore-based branding consultancy agency Flying Fish Lab, told BI that changing a product’s packaging can “greatly impact a brand” from an experience and perception perspective.
“That’s why brands are usually very careful to test any packaging changes that might significantly impact the user experience,” he said.
“While there will be an impact on how ‘Instagrammable’ the beverages are in this new packaging, this must be weighed against its positive environmental impact,” he said.
The transition to opaque compostable cups comes as Starbucks’ CEO, Brian Niccol, attempts to reposition the brand and turn it into an inviting coffee shop where people want to spend time.
The brand has evolved significantly from its origins as a low-key Seattle coffee shop. In a podcast interview earlier this month, Niccol said mobile ordering has “chipped away” at the brand’s “soul.”
Niccol, who took over leadership of Starbucks in September, has said he will be simplifying the chain’s offerings. In an earnings call on January 28, he said Starbucks had brought back using reusable ceramic mugs for hot drinks served in stores.
On the call, Niccol and Starbucks’ finance chief also said the chain would remove 30% of its menu items to streamline service and introduce a new algorithm to smooth service for its mobile orders.
Starbucks’ stock was trading at $112 early Thursday. It is up about 17% compared to a year ago.
