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.