Starbucks has rolled out a change that makes its iced drinks way less Instagrammable

Starbucks is moving away from clear plastic cups to opaque, compostable cups in some states.

Hollis Johnson

• Starbucks is moving away from clear plastic cups in some locations.
• It has introduced opaque cups for its hot and cold drinks in 14 states.
• It&#...

  Starbucks Transitions to Opaque Compostable Cups in Select States

  Impact on Instagrammable Drinks

  Starbucks has introduced opaque cups for both hot and cold beverages in 14 states, departing from its iconic clear plastic cups. This significant change for a brand known for its visually appealing drinks may affect their "Instagrammability."

  Evolving Brand Identity

  Mário Braz de Matos, a branding expert, emphasizes the influence of packaging changes on brand experience and image. While the new cups may impact the aesthetics of Starbucks' drinks, their environmental benefits justify the adjustment.

  Repositioning the Brand

  Starbucks' CEO, Brian Niccol, aims to redefine the brand as a welcoming and comfortable coffee shop. He acknowledges that mobile ordering has diminished the chain's personal touch. Niccol's leadership includes streamlining the menu, returning to ceramic mugs for store-served hot drinks, and introducing algorithms to enhance mobile order efficiency.

  Additional Menu Changes

  Along with the cup switch, Starbucks plans to remove 30% of its menu items and implement new strategies to improve mobile order service.

  Financial Performance

  As of early Thursday, Starbucks stock traded at $112, reflecting a 17% increase over the past year.

  Sustainable Initiatives

  The opaque cups are part of Starbucks' sustainability efforts, featuring fiber-based paper and a bioplastic liner, aligning with the company's commitment to reducing waste.