Starbucks and $1 Reusable Mug: Trying to Fit a Shoe on the Wrong Foot
Starbucks introduces the $1 reusable plastic mug that bears the Starbucks logo and is white to match its disposable cups. The coffee chain will offer a dime discount to anyone with the reusable mug, hoping this will encourage coffee lovers to bring them in. This new offering comes in the wake of the Starbucks sharply reducing its goal of having 25% of its cups be reusable by 2015 to 5%.
But will it drive change?