The experience of on-the-go coffee may be reshaped if Starbucks achieves its reusable cup goal. Reusable coffee cup initiatives around the worldStarbucks has been experimenting with reusable cup concepts in markets around the world. Customers can then return their reusable cup at a participating store or by using the Starbucks app at a cup return kiosk. Even though a reusable cup option has been in place at Starbucks for over 30 years, many consumers, and Starbucks employees, remain oblivious to its existence. The future of the Starbucks' cup has broad implications.

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