Starbucks is now starting there two new major projects which are the “Our Next 40 Years Begins Now” and “Explore Green Store”. The project, “Our Next 40 Years Begins Now”, started on March 8, 2011 marked its 40th anniversary, and as part of their celebration they had introduced their new logo.
“As you start to see it out in the world, I hope you’ll start to appreciate the simplicity and elegance of the new design. I like the new mark because I feel that we’ve unleashed the Siren, a mythological figure who represents the romance and creativity that inspired the founders of Starbucks 40 years ago. I hope that unleashing that energy – that mojo – will keep us (and you) inspired for the next 40 years.”, posted by Thomas P., interactive content manager of Starbucks, in there site due to the reactions of some of the customers who had negative remarks to the new logo of the store. As the company had publicized it would take time for the new signage of the local stores here to be changed since there are 16,500 stores worldwide.
Howard S. the Starbucks chairman, president and chief executive officer also gave its statement on the renewal of the signage of the store as they celebrate the 40 years of the business. He quoted, “Throughout the last four decades, the Siren has been there through it all. And now, we’ve given her a small but meaningful update to ensure that the Starbucks brand continues to embrace our heritage in ways that are true to our core values and that also ensure we remain relevant and poised for future growth.
“As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries, forming connections with millions of customers every day in our stores, in grocery aisles, at home and at work. Starbucks will continue to offer the highest-quality coffee, but we will offer other products as well – and while the integrity, quality and consistency of these products must remain true to who we are, our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.”
The other major project of the store is the “Explore Green Store” in which the business will start designing and building their stores with locally sourced products, reusing or recycling materials where they can, and finding ways to lower the amount of water and energy they consume to reduce the impact of the stores have on the planet.
When it comes to environmental sustainability, Starbucks experience has proven the power of collaboration. By working with non-governmental organizations, policymakers, competitors and others, the business can tackle common challenges. Together they are advancing a number of meaningful initiatives and taking bold actions that they believe are having a significant impact on the entire food-service industry. Starbucks innovative energy and water conservation strategies in the stores continue to be their key priorities, with potential to significantly reduce their environmental footprint.
Starbucks purchased 50 percent renewable energy (in the form of renewable energy certificates or RECs) in US to power its global company-owned stores, and is well on its way to achieving its goal of 100% renewable energy by 2015.
Starbucks Climate Strategy
Starbucks has been implementing a climate change strategy since 2004, focusing on renewable energy, energy conservation, and collaboration and advocacy. They’re working to significantly shrink their environmental footprint by conserving energy and water, reducing the waste associated with their cups, increasing recycling, and incorporating green design into our stores. They’re also committed to championing progressive climate change policy in partnership with other businesses and organizations.
Starbucks & CI’s Coffee Carbon Projects.
Starbucks is concerned about the potential impacts of climate change on coffee-growing regions. To help address this issue, they’ve partnered with Conservation International to conduct pilots to improve coffee production, conserve and restore natural habitat, and explore opportunities to facilitate farmer access to forest carbon markets.
Last year they engaged 29 coffee-growing communities in Sumatra, Indonesia, and Chiapas, Mexico – regions with distinctly sensitive environments and differing coffee-growing traditions – in the pilot programs. Starbucks is now working to engage at least 20 additional communities in these areas. Through our expanded relationship with Conservation International, they’re piloting forest conservation incentive programs that link coffee farmers to carbon markets. Under this model, they’re working with farmers to carry out actions that reduce carbon emissions.
Greenhouse Gas Emissions
To continue to track and quantify our their environmental footprint, Starbucks conducted an inventory of their greenhouse gas (GHG) emissions in 2011. Using the World Resources Institute/WBCSD Greenhouse Gas Protocol, they evaluated the major emissions from their global retail stores and roasting operations. Because more than 80 percent of their GHG emissions are attributable to energy for use in their stores, offices, and roasting plants. They are focusing the company’s efforts on energy conservation and the purchase of renewable energy.
Recycling is also a priority for them and for the customers. In 2011 Starbucks reached a breakthrough in the journey to make there paper and plastic cups broadly recyclable. Working with others in their industry, they have proven that their used cups can be accepted in a variety of recycling systems and they can now start to bring their solutions scale. They are working with the Paper Recovery Alliance to help move forward across the retail sector.
The business continue to expand their front-of-house recycling with programs in 18 markets, helping the toward the business’s goal to provide all of their customers access to cup recycling by 2015. Here are some of the some of the examples of their “Explore Green Store” project.
To help reduce their energy needs, this store uses more efficient LED (light emitting diodes) and CFL (compact florescent light) bulbs. The are also using very energy-efficient hand dryers to substantially reduce paper towel consumption.
Responsibly grown, ethically traded coffee:
Starbucks had a Starbucks™ Shared Planet™ logo. Which they shows that 100% of their coffee will be responsibly grown and ethically traded by 2015.
The dipper well (sanitizing sink) in the stores will result in a significant fresh water savings while adhering to health department requirements. They are also significantly reducing their use of fresh water with dual-flush toilets and low-flow faucets.
Reusing coffee grounds:
You can pick up free used coffee grounds to enrich your garden soil and help them reduce their waste.
Using green building materials:
All paint, finishes and adhesives are low or no VOC (volatile organic compounds) and were carefully selected to not interfere with the aroma of their coffee.
Using recycled paper products:
We take special care to make sure the paper products in our stores include recycled content:
• 10% post-consumer recycled fiber cup
• Recycled content cup sleeves
• Recycled content napkins and shopping bags
• Recycled content pastry bags
• Signage and brochures printed on recycled paper
• Drink carriers
Starbucks will contribute more than one million community service hours each year. Their goal is to have recycling available in all of their stores where they can control waste collection by 2015. Starbucks has also started their other projects. Some of them are now implemented in the market locally while some are still not available to the public. Starbucks had already launched the Verismo® System, these are for coffee lovers who just need decaffeinated coffee. Verismo® Decaf Espresso Roast pods are now available at over 5,000 Starbucks stores in North America. Like our other coffee pods, they come in packs of 12. Now there customers can prepare their own favorite lattes, americanos, and doppios in decaf.
Everyone with iPhones and Android Phones can order and pay Starbucks through their phones. The application can be downloaded through your phone. It only requires a customer to have any iPhone or Android 2.2 phones or more. It links to your Starbucks Card, so you can scan to pay – while earning Stars toward My Starbucks Rewards. And there’s more about this application. customers can find the closest Starbucks store, reload their Starbucks Card or manage their account, this app is here to make every loyal customers of Starbucks to have a great day.
Pay for your purchases with your Starbucks Card.
Track your Stars and redeem your My Starbucks Rewards.
Reload your Starbucks Card’s balance.
Get directions to the nearest store, search by amenities and store hours. Explore coffees, beverages, food and nutritional information. Enjoy our free Pick of the Week songs.
Send eGifts instantly to your contacts.
Stay informed by being the first to hear of special offers.
Starbucks is also deciding if they would pursue one of their previous plans that will also be environment-friendly the “Reclamation Drive-Thru”. This project had already been available in Tukwila, Washington as their prototype. So, what is Reclamation Drive-Thru? The store was inspired by the view outside the window of their headquarters on first avenue in Seattle. Shipping containers source their coffees and teas from around the world. But many end up in scrap yards once they reach their average 20 year lifespan. Reclamation Drive-Thru was inspired by a desire to help keep items used throughout their supply chain, like old shipping containers, out of the waste stream. The result: a 450 square foot drive-thru and walk-up store made from four end-of-life-cycle shipping containers. One small 20-foot container holds garbage, recycling and storage, but other than that, the whole store is contained within the shells of four containers that have been reclaimed, refurnished, renewed and revived.
Savings go beyond storage containers, as well. The store reduces material use with simplified, environmental signage. The building itself serves as a sign post, while form painting on the asphalt intuitively guides customers into the drive-thru. Rainwater collected from the roof of the drive-thru is used to nourish surrounding landscaping. Xeriscaping (selecting plants that naturally require less water) helps reduce water consumption. And in the event that the store needs a new location, the entire structure can be disassembled and moved.
They are now talking about ways to extend the thinking and learning from this project into other areas, perhaps in prefabrication projects or in exterior furniture and accessories. They’re not sure where this all will land, but the launch pad has now been successfully cleared and the resulting conversation has been positive. Starbucks global footprint presents powerful possibilities to replicate and scale their green building efforts.
A decidedly new way of thinking about how large their stand alone buildings could or should be, how they could look and function and about the possibility of off-site fabrication and more. These questions are exciting design challenges to bring to light, and they’re looking for creative, brand appropriate and business-savvy ways to solve them, while honoring their commitment to reducing their environmental footprint. They think that they could have sustainable design continue to influence their brand, their mission and their size.
Courtney from Study Moose
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