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Starbucks: Super Size & Other News

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Lots of things happening at Starbucks lately.

1. The company is revamping its logo. after several decades of text plus mermaid, the new logo is all graphics.

2. In response to challenges from McDonald’s and other, a new super-size TRENTA will be introduced this May for select cold beverages. Why go the uber-calorie way? Well, according to Starbucks, unsweetened drinks in the new size will have fewer than 90 calories. Sweetened versions will have less than 230 calories. indeed?

3. The company has begun publishing quarterly wellness newsletters with various ideas and suggestions for reducing calorie consumption while still enjoying the Starbucks experience.

We asked a Starbucks spokesperson how many people are actually choosing the lower calorie options. The answer we got is that they don’t have those stats. However a joint study  with Stanford University, on the effects of calorie labeling, showed the following interesting results

  • Calorie-posting at Starbucks led to a 6% reduction in calories per transaction, from 247 to 232 average calories per transaction.
  • For those consumers who averaged more than 250 calories per transaction, calories per transaction fell by 26%.
  • Almost all of the effect is related to food purchases.  Average beverage calories per transaction did not change substantially, while average calories from food per transaction fell by 14%, of which 10% is due to people buying fewer items and 4% is due to people buying lower calorie food items.
  • The calorie reduction persisted for at least 10 months after calorie counts were first posted.

4. We also inquired about Starbucks sale of Fiji water in its cafes. Fiji is being sued for lying about being carbon negative. When you think about water being shipped halfway around the world, it is quite ridiculous. Starbucks can do better than that. The response we got from the PR department:

Unfortunately I couldn’t comment to the dialogue around Fiji Water.  Starbucks offers in its stores Ethos Water, which the company acquired in 2005. For each bottle of Ethos water sold in the U.S. and Canada, Starbucks contributes US$0.05 and CN$0.10 respectively to the Ethos Water Fund, which is part of The Starbucks Foundation.

In case you didn’t know, you can always request tap water along with your order. Cheaper, healthier and better for the planet than anything you could buy.

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  • http://foodtrainers.blogspot.com Lauren Slayton

    Funny, I have a post planned about calorie counts (among other things) tomorrow. Did you also know there’s a size smaller than tall you can get at starbucks but isn’t advertised because they have claimed “no room on their boards”. Funny there’s room for this size though. Lots of info in this post, I didn’t know about Figi but you’re right, how is water coming from that far away necessary or suggested? Interesting about calorie counts so it seems there was initial response and then their effect was dulled. You can ask for your own water at Starbucks and you can also make Starbucks (or better/organic coffee) at home :)

  • Mari

    I can’t even begin to comment on this “Trenta” thing. It’s just too gross.

    What I’d like to suggest, that as someone who has worked at a Starbucks, they do have a pretty elaborate filtration system for their water, and assuming there’s no calories added in said filtration system (joke), it’s way better than your average street tap water. I’ve been numerous places where the water was bad. Starbucks’ water must be consistent for the coffee to taste the same.

    @Lauren: The cup is called a “short” and you can get any hot beverage in it.

  • Krista

    Ok, just to clarify here, the Trenta is ONLY available for Iced Coffee and Iced Tea. As a barista at Starbucks I originally thought how gross the idea sounded, until I realized the limitations. So while a Trenta White Mocha Frappuccino would be disgustingly calorie-filled…an unsweetened Trenta Iced Tea has a calorie total of ZERO.

    While I disapprove of the cultural trend toward always more and bigger…I see nothing wrong with a refreshing iced Trenta tea on a hot summer day. Now, as for the caffeine in a Trenta…that might be something to worry about.

  • Mari

    @Krista: That’s so good to hear! Though I do wish that they didn’t give me the stink eye when I say “unsweetened.” Then again, I am in the south!

    And now I can’t wait for that big gulp sized tea!

  • Margaret

    So tired of people getting their knickers in a twist wherever Starbucks is concerned or whenever someone mentions Starbucks. How many times have we heard we must drink so much water? When everyone learns the facts: i.e. the Trenta size will be for iced tea and iced brewed coffee then for Pete’s sake just drink it plain with no sweetener or flavored syrup and you will have a zero- calorie flavored water!
    On a hot day it is easy to drink a venti shaken iced tea and long for more… so Starbucks will come to our rescue with the Trenta!

  • http://www.canadianfoodiegirl.com Andrea

    @Krista
    Thumbs up to this comment. As much as I promote healthy living and am against drinking most things that aren’t water (I even dilute juice if I drink it) and as proud as I am that the National Post has gone viral with this, there is SO much about this that feels like propaganda to me. Comments from baristas on various blogs indicate that there’s misinformation to due to mass this hysteria.

    People are making me defend Starbucks. I don’t like that.

  • http://www.foodieformerlyfat.com Foodie, Formerly Fat

    The issue that I’m seeing here in the comments is one that I think is relevant to the whole discussion of food and health. Starbucks is offering something new and it is up to the consumer to make a choice about how to interact with it.

    Everyone who mentions that an unsweetened tea in that cup is a zero calorie drink that will encourage water consumption is correct. However, we have to look at how the culture thinks about the item. What is the likelihood that the people buying it are going to ask for unsweetened tea? What is the likelihood that the person who is getting an iced coffee isn’t going to be filling the top with cream and sugar.

    I am 100% in favor of increasing the level of information a consumer has and educating ourselves about food and health. I also don’t believe that Starbucks should be skewered for introducing a bigger cup.

    The solution here lies in giving consumers information on which to base their choices. There should be information such as how much fat and calories are added to the product by adding in sugar and milk products.

    As with most things this is more than a black and white issue.

  • http://www.delicious-knowledge.com Alex Caspero

    Tap water at starbucks? I beg to differ. I went to the Starbucks in Stockton, CA last July and asked for a cup of ice with tap water. They told me that if I wanted water, I had to purchase their bottled water. No thanks starbucks, I haven’t been back since.

  • Madison

    If it’s including iced drinks… doesn’t that mean you can get a Frap in this size? That’s one of the most high calorie drinks on the menu.

  • http://newmexicodietitian.wordpress.com Shelley Rael

    The Trenta is already available in 14 states NOW. I’m in one of those states. Two sides of this: yes it is “just” iced drinks FOR NOW. I’m sure there is, or will be a plan for the hot drinks too, depending on the success of the Trenta. My goodness why do we need this? I never understood the 44 ounce drinks.

    The other day, someone asked me about their Venti White Chocolate Peppermint Mocha: 660 calories and 22 grams of fat. And, they didn’t really think twice. Gag!