5 Reasons Why Starbucks Should Sell Empty Paper Cups!
By
Staten Island, NY Posted: 11/21/2014 1:00:00 AM
Yes. I know they already sell coffee IN paper cups. I'm talking about selling empty paper cups.
Some people may think that I've lost my mind, but I think Starbucks should start selling the same paper cups they use in their stores. If you think about it, they already sell their coffee in supermarkets, so why not the cups? Yes. I'm talking about walking into a store and buying 200 cups, with the lids and cardboard sleeves.
Not only do I think it's a good idea... but here are 5 reasons why.
5. Sizes!
Before Starbucks came along, coffee came in an 8 oz. cup or mug. Perhaps you could find someplace that had 10 or even 12 ounces, but that's about it. Starbucks made 16 and 20 oz coffees mainstream. The funny thing is, if you want to brew 20 ounces of coffee at home, you'll need a thermos.
4. Disposability
Although some people love the convenience of brewing at home, some of those people don't want to bring along a mug or thermos, so a paper cup makes it easy for them to take their coffee with them and simply toss it when they are done.
3. Customers like them.
There's something about holding a familiar cup from Starbucks. Perhaps it's the little cardboard sleeve, the plastic cover with the slit on top, or the way it fits in your hand and the cup holders in your car, but there's no doubt that people like Starbuck's paper cups.
2. If Starbucks doesn't sell them, they will end up buying something else.
Based on the first 3 reasons, that means that not only would Starbucks miss the opportunity to sell the cups, but those home brewing consumers who don't want to use a Thermos will end up with smaller foam cups that they don't like as much as the Starbucks cup. If you think about it, using smaller cups also means that they will brew less coffee, and those generic cups also mean Starbucks misses an opportunity to miss the #1 reason.
1. Brand Awareness
Just like a designer label on a handbag, a conspicuous logo is powerful advertising for any brand. When larger numbers of high profile people are spotted walking around with a Starbucks cup, it reinforces brand awareness. Starbucks misses this branding opportunity every time somebody brews at home.
For many companies, this is such an advertising win-win that they jump at the opportunity. Not only do they get countless people walking around with their Starbucks branded cups reminding people they are missing out on a fine warm beverage, but they are actually getting paid for the cups.
Joe Crescenzi, Founder
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