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Starbucks in a mug?

It seems that our favorite purveyor of burnt-tasting, hyper-caffeinated coffee beverages has been reading our complaints about their eco-unfriendly practices. Today Starbucks announced that it will begin serving in-store orders in ceramic cups.

This move is part of S'bucks' global reorganization, which also entails a plan to convert stores to 50 percent renewable energy by 2010 (which is not that far away, at this point); purchase 80% fair trade coffee by 2013; and give away coffee grounds to customers who would like to compost them (ooh, big sacrifice, Starbucks). You can read a bunch more information about what they call their "commitment to corporate social responsibility" here.

In the end, though, I can't really see the ceramic mug idea working for Starbucks. Part of their whole mojo is that people stop in there and pick up something quick on their break from work, or on their way to their airplane. What's the percentage of their customers who park themselves in there for long periods of time and would use a ceramic mug? Pretty low, I assume...

Via ENN

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