From Me to We: How Starbucks’ Sustainability Journey Lost Its Buzz—and How It Can Regain It

 

Starbucks once stood as the global beacon of “doing well by doing good.” In 2020, the brand boldly embraced the “Me to We” movement—shifting focus from individual convenience to collective sustainability according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. With strawless lids, recyclable materials, and an ambitious 2030 goal to cut waste sent to landfills by 50%, Starbucks positioned itself as a restaurant-sector sustainability leader.

Back then, it worked. Consumers applauded the move. Environmental advocates—from the Ocean Conservancy to local community leaders—praised Starbucks for creating scalable change in single-use plastics. The new lids, made from recyclable polypropylene, marked a genuine step toward a circular economy.

What They Got Right

Since 2020, Starbucks has continued to make progress—at least on paper. It expanded the strawless lid program globally, rolled out reusable cup trials in several markets, and pledged to make every store “resource positive” by 2030. Pilot programs in Japan, the U.K., and select U.S. cities allowed customers to borrow and return reusable cups—an innovative test of shared responsibility between company and customer.

The company has also invested in regenerative agriculture, helping coffee farmers adapt to climate change through its “Farmer Support Centers” and new low-carbon coffee initiatives. These moves align directly with the “Me to We” ethos—linking corporate purpose to environmental well-being.

Capitulating 

Share of Stomach

Where They’ve Gone Wrong

But good intentions don’t always translate into good execution. The brand’s progress has been uneven, and its sustainability message has grown fuzzy.

After COVID-19, Starbucks scaled back or paused some of its most promising reusable cup programs, citing “operational challenges.” Waste audits show single-use packaging still dominates its output. Meanwhile, the company’s shift to mobile ordering and drive-thru heavy formats—now responsible for over 70% of U.S. transactions—has increased packaging waste dramatically.

Even more damaging, Starbucks’ sustainability narrative has been overshadowed by internal controversies over employee treatment, unionization efforts, and cost-cutting measures. Consumers can’t embrace a “Me to We” mission if the “we” inside the company feels ignored.

In short, Starbucks led the sustainability conversation five years ago—but it’s no longer leading it today. Competitors like McDonald’s, Pret a Manger, and Panera have leapfrogged with stronger packaging solutions, carbon tracking transparency, and store-level waste reporting.

The Road Back to “We”

Sustainability and social responsibility aren’t side projects—they’re part of brand DNA. Starbucks has the global reach and cultural capital to make sustainable consumerism more than a buzzword again. But it must realign execution with its original vision.

 

Three Grocerant Guru® Insights for Starbucks’ Path Forward

1. Reconnect People and Purpose.
Starbucks’ “Me to We” promise must extend beyond packaging. Consumers now view sustainability as social as much as environmental. Empowering baristas, restoring community trust, and aligning employee well-being with brand mission will turn sustainability back into shared culture—not corporate rhetoric.

2. Make Sustainability Measurable and Visible.
Today’s customers expect data, not declarations. Starbucks should post waste-reduction, recycling, and energy efficiency metrics in-store and online—in real time. Sustainability must be as transparent as a calorie count if it’s to rebuild credibility.

3. Reimagine the Store Experience for the Low-Waste Era.
Digital convenience must evolve into digital responsibility. The brand’s future lies in low-waste convenience: mobile ordering with reusable cup integration, refill incentives tied to loyalty programs, and store designs that minimize waste flow. This is the new face of the grocerant niche—fresh, fast, and forward-thinking.

 

Starbucks taught the world how to personalize a cup of coffee. Now it must teach the world how to personalize sustainability. The future belongs to brands that make “Me to We” more than a slogan—it must become an operational standard and a cultural movement.

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

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Burger King Joins the Food industry 2021 From Me too We Food Movement

 

Success does leave clues and industry leading companies understand that there is an increased unmet need that consumers are expressing when it comes to their everyday life and food, meals, and beverages. That is food and food packaging that has the ‘halo’ of better for you and a hallmark of the Grocerant niche.  

Regular reader of this blog know that we have been highlighting food companies that are focused on elevating next year, 2021 in food, as the year the industry focuses on From Me to We” movement in food aka sustainability. That is expanding the ‘halo’ of ‘better for you’ food and food packaging offerings within every sector of retail food.

Around the world consumers are expressing greater sense of urgency around climate change, droughts, wildfires, and increase in intense tropical storms. According to The NPD Group, consumers reported in July that 63% of their eating occasions during the COVID-19 outbreak have been atypical, meaning they’re eating and sourcing foods and beverages outside of their normal routines. That disruption has elevated consumers focus or ‘better for you’ sustainable food and beverage options according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  

Burger King is fully focused on the 2021, ‘from Me too We movement’, by testing a new reusable packaging model that will help cut down on packaging waste. The brand, as part of its Restaurant Brands for Good framework, has launched a partnership with TerraCycle’s circular packaging service, Loop, to pilot a closed-loop system with zero-waste packaging that can be safely cleaned and refilled to be reused, again and again.

In short, the trial will offer restaurant guests the option to conveniently reduce waste when ordering their favorite Burger King brand staples like the Whopper sandwich, soft drink or coffee in reusable sandwich containers or beverage cups.  It’s a start, but what to you think of this concept?

That’s right, starting in 2021, select Burger King restaurants in New York City, Portland, and Tokyo will be among the first to implement the model, with more cities expected to be added in the coming months. Participating restaurants will feature a collection system, in which guests can return the packaging to be safely cleaned through Loop and reused at Burger King restaurants. Those who opt for the reusable packaging are charged a deposit at the time of purchase, and when the packaging is returned, they receive a refund.

Battle for Share of Stomach

So, Loop’s cleaning systems have been created to sanitize food containers and cups, meaning each will be hygienically cleaned and safe before each use. Still up in the air?  Well can we as consumers evolve?

Matthew Banton, Head of Innovation and Sustainability, Burger King Global  stated, “As part of our Restaurant Brands for Good plan, we’re investing in the development of sustainable packaging solutions that will help push the food service industry forward in reducing packaging waste,” … “The Loop system gives us the confidence in a reusable solution that meets our high safety standards, while also offering convenience for our guests on the go.”

Tom Szaky, TerraCycle and Loop CEO stated “This enables Burger King consumers to easily bring reusability into their daily lives, and whether they choose to eat-in or takeaway, they will be able to get some of their favorite food and drinks in a reusable container.”

Ok, this is a  pilot test that will help advance Burger King restaurants sustainability strategy, building on existing commitments to reduce its environmental footprint and protect the planet for the long-term. To support the sustainable production of packaging materials, 100 percent of guest packaging will be sourced from renewable, recycled or certified sources by 2025. While working towards reducing the use of virgin materials and single-use packaging, the brand is also tackling the challenge of improved waste diversion, with a commitment to recycle guest packaging in 100 percent of restaurants in Canada and the US by 2025.

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

At Starbucks' Sustainability Means from ‘Me to We’

  

Starbucks is an industry leader because they understand the importance of edifying consumer relevant touchpoints. Starbucks is taking a leadership role in what Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® identified as the restaurant sectors 2021 call to arms the “from me to we” where restaurants will focus on sustainability driving the message that we are here and we are getting better for you.”

Starbucks has been preparing for 2021 and the ‘me to we’ as they trialed new lightweight, recyclable strawless lids in select markets across the U.S. and Canada. Due to the success of this test, the company is rolling out strawless lids to company-operated and licensed stores, marking a significant milestone in Starbucks effort to eliminate a billion plastic straws globally per year. Starbucks will continue to shift away from single-use packaging and plastics as part of its resource positive commitment announced in January.

Michael Kobori, chief sustainability officer at Starbucks stated “Recyclable, strawless lids for customers across the U.S. and Canada is another step in our journey to reduce our environmental footprint,” … “As we move closer toward our 2030 target of a 50 percent reduction in waste sent to landfills, the long-standing history of innovation within Starbucks, partnership across the industry and changing consumer behavior remain fundamental to our purpose and our prosperity as an organization.” 

So, Starbucks designed, developed, and manufactured its strawless lid, which will now be the standard for all iced coffee, tea, espresso, and Starbucks Refreshers beverages. The lid was modeled after the lid customers recognize from Starbucks hot drinks and has approximately nine percent less plastic than the flat lid and straw historically used for iced beverages. Unlike straws that cannot be recycled because of their size, the strawless lid made from polypropylene, meets the Association of Plastic Recyclers design guidelines for recyclability and can be recycled in many markets in the U.S. and Canada.

Starbucks Andy Corlett, director of global packaging solutions and innovations stated, “We developed and trialed several prototypes to arrive at this milestone,” …, whose team at Starbucks helped design the lid. “A recyclable, strawless lid becoming the standard for iced drinks is one small way we can give more than we take from the planet. This is a significant moment for Starbucks as we work to reduce waste and safeguard the environment.”

So, Corlett’s team developed variations in lid design to match the variety of beverages Starbucks offers. For example, the distinct lid for Nitro beverages, which began rolling out in 2018, has a slightly wider, tear-drop shaped opening, designed for the perfect drinking experience of Starbucks velvety-smooth Nitro Cold Brew and beverages with Cold Foam. Similarly, Frappuccino® blended beverages and other drinks with whipped cream will continue to have a domed lid made from recyclable plastic and be accompanied by a straw, except where prohibited by local law. Straws will also remain available in stores for customers upon request.

Doug Cress, Vice President of Conservation at Ocean Conservancy stated, “Last year alone, volunteers with Ocean Conservancy’s International Coastal Cleanup removed nearly one million straws from beaches and waterways around the world, and that’s one million too many polluting our environment,” … “Starbucks strawless lid is a prime example of how innovation will help us move closer to a healthy ocean free of trash, and we are committed to working with Starbucks through our International Coastal Cleanup and our Trash Free Seas Alliance to drive positive change. Our hope is that other companies follow suit, and that these innovations are met with greater investment from both the public and private sectors in recycling infrastructure and markets to keep the momentum alive.” What is your brand going to do in 2021 to join the ‘me to we’ movement?

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all.

In a Battle for Share of Stomach

"Better-for-You' Matters"

McDonald's Continues Getting ‘Better-For-You’

Entering 2021, it will be increasingly important for brands to reflect the undercurrent of sustainability that attracts Millennial and Gen Z dollars according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Even during the pandemic, consumers are mindful that the environment is fragile according to the team at Foodservice Solutions®.  

So, when McDonald’s Corporation has announced a global partnership with Teracycle’s circular packaging service, Loop, to test a new reusable cup model for hot beverages it became the first major company to help promote the pandemic insight “from me to we’. Yes, the halo of better for you has evolved and McDonald’s is on top of it again.

The new initiative, which will first be trialed in 2021 across select McDonald’s restaurants in the UK, helps customers enjoy their favorite McDonald’s hot drink in a reusable cup, while cutting down on packaging waste. The model marks significant progress toward innovative circular packaging solutions that help protect the planet for communities today, and in the future promoting the ‘from me to we’ world view.    

So, this unique new partnership will conveniently allow customers to reduce waste by choosing a durable Loop-created cup, for a small deposit. The deposit can then be redeemed by returning the cup to participating McDonald’s UK restaurants in order to be safely washed through the Loop system and reused again in McDonald’s restaurants.  

McDonald’s Corporation Jenny McColloch, vice president, global sustainability, stated, “We’re on a journey to rethink how we package products to give customers options that reduce waste, maintain the highest safety standards, and enhance the McDonald’s experience they expect and enjoy. That’s an innovation challenge, and it’s one we think the Loop model has potential to help us solve,” … “Our commitment to communities is one of our core values as a company, and this pilot will generate important local insights and lessons to share along the way. We’re excited to assess how new reusable packaging models could work within our system as we accelerate circular packaging solutions with our partners around the globe.” 

Loop’s cleaning systems have been scientifically developed, in partnership with Ecolab, to sanitize each item, which means each cup is hygienically cleaned before each use, making it as safe and hygienic as single-use cups.  What kind of partnerships are you forming to drive new electricity into you brand?

Teracycle and Loop CEO Tom Szaky, stated, "This groundbreaking partnership with McDonald's enables Loop to greatly expand its reach by bringing convenient reusable packaging options to the food service industry," …  The partnership paves the way for reusables to become an accessible option for consumers as they enjoy their meal on the go." 

Erin Simon, head, plastic and business at World Wildlife Fund, stated, “If we’re going to curb the plastic waste crisis we need to invest in data driven strategies that reduce our demand for virgin plastic,” “For McDonald’s and the larger food and beverage sector, reuse will be one component of any reduction strategy. As a society we need to ensure the plastics we use today are the plastics we’ll be able to use again in the future.” According to Johnson the “from me to we” template will drive incremental change in 2021 and beyond.

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, cereal, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869