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The company's white — or sometimes holiday-themed — logo-emblazoned paper cups for hot drinks, and clear plastic cups for cold drinks are instantly recognizable symbols of the brand. But that's not entirely a good thing. "Our cup is ubiquitous, and we love that," said Michael Kobori, Starbucks chief sustainability officer."But it is also this ubiquitous symbol of a throwaway society." That's because the cups are disposable.
And you don't need to sit and sip your coffee at a Starbucks, something most people don't have time for on a weekday morning. But that model is still just being tested, so the company wants to encourage the use of reusable mugs in other ways. Bringing back the personal cup Starbucks wants all customers to be able to use reusable mugs and glasses at its stores.