After entering the Asian market with force, Starbucks has had to reinvent itself on multiple occasions to continue offering positive economic results. One of the strategies that the company is currently changing is how they profile their products for consumers committed to caring for the natural environment.
The sustainability is a increasingly recurring theme throughout the industry. Thus, It is not surprising that the leading cafeteria has opted for a greater environmental commitment. Japanese society is the perfect melting pot to materialize a more than necessary change. The aversion to garbage among the citizens of the country of the rising sun means that all initiatives to reduce waste on a day-to-day basis are viewed with very good eyes.
Starbucks has chosen to offer a service halfway between environmental sustainability and social responsibility. A) Yes, late in the afternoon, before putting down the bars and closing, the more than 1600 establishments of the company of the mermaid will offer a discount 20 % on unsold products.
Until now, it was company policy to discard unsold products. This mode of operation is common in several chains. For example, on the well-known news portal and social network Reddit video complaints about this practice have surfaced on more than one occasion; a specific case featured the competitor Dunkin’ Donuts, who throws out whole boxes of perfectly edible donuts at the end of each day, making it impossible for franchisees and managers to oppose the company's guidelines.
Starbucks now takes a step in the right direction, committed to the values of the Japanese people. Whoever passes one of the brand's Japanese establishments between closing time and three hours before, you will be entitled to benefit from the succulent discount, applicable to all types of items offered by the company: cake shop, pan, sandwiches and other preparations. It's more, if a point of sale considers that a given day has too much surplus, the hours in which the offer goes into effect may be extended. Of course, the opposite case can also occur. Hence, regular Starbuck customers in Japan are advised to consult the stipulated hours for each location: the situation may vary.
Thanks to the entry into operation of this discount system, Starbucks intends to limit the amount of food wasted in the country. Currently, already makes an effort to reuse coffee poses by way of agricultural fertilizer or as a complement to the formulas of animal feed. However, although these grounds make up most of the waste generated by the cafeteria, the reality is that a 15 % of the total is directly related to unsold products.
Until now, Starbucks had alleviated the latter problem by collaborating with the ONG Musubie, a local initiative that brings food to children from underprivileged families. Although his collaboration with Musubie's social work will continue, the chain intends to deepen the fight against food waste by improving its sales before closing time.
Business volume and customer traffic perceived by Starbucks is concentrated in the early morning and midday. With the new sustainable discounts they want to diversify their schedules and obtain better economic results, something entirely viable with such an interesting concept.
A concept that, said passage is, has already been tested in many other countries; and not only by giants of the hospitality sector. The perfect example of this being so is Food for All, an application available for Android and iOS phones thanks to which collaborating restaurants can sell the leftovers of the day at a symbolic price. The program works mainly in EE. UU., but it has competitors everywhere: in Spain, Too Good to Go operates with a good success rate.
There is no doubt that, as climate decontrol and ecological collapse worsen, This type of initiative that strives for greater efficiency in human activities will have a greater place in our society. For now, Starbucks can be considered a smart pioneer.