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Starbucks offers a 20% off unsold items before closing to combat food waste

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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.

Hasta el momento, Starbucks había paliado este último problema colaborando con la ONG Musubie, una iniciativa de carácter local que lleva comida a niños de familias desfavorecidas. Aunque su colaboración con la obra social de Musubie continuará, la cadena pretende ahondar en la lucha contra el desperdicio de comida mejorando sus ventas antes de la hora de cierre.

El volumen de negocio y el tráfico de clientes percibido por Starbucks se concentra a primera hora de la mañana y a mediodía. Con los nuevos descuentos sostenibles quieren diversificar sus horarios y obtener mejores resultados económicos, algo del todo viable con tan interesantes concepto.

Un concepto que, dicho sea de paso, ya se ha puesto a prueba en muchos otros países; y no solo por gigantes del sector de la hostelería. El ejemplo perfecto de que esto es así es Food for All, una aplicación disponible para teléfonos Android e iOS gracias a la cual los restaurantes colaboradores pueden poner a la venta las sobras del día a un precio simbólico. El programa funciona principalmente en EE. UU., pero tiene competidores por doquier: en España, Too Good to Go opera con un buen índice de éxito.

No cabe duda de que, según se recrudezca el descontrol climático y el colapso ecológico, este tipo de iniciativas que luchan en pos de una mayor eficiencia en las actividades humanas tendrán más cabida en nuestra sociedad. Por ahora, Starbucks puede considerarse un inteligente pionero.

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Sobre el autor

Artículo realizado por el equipo de redacción de DiegoCoquillat.com. Cuenta con profesionales tanto en el terreno de la hostelería, gastronomía y turismo, como en de las nuevas tecnologías e innovación.

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