The nation's favorite place to stop for a cup of joe has decided that it no longer wants to be more energy-efficient. Although known throughout the world for its fine coffee, Starbucks hasn’t been known for it environmental practices, but that is beginning to change. Starbucks has decided to go green.
A couple of years ago just as the economy started to go into the tank, $4 and $5 cups of coffee stopped selling as well. Many people, The Green Guy included, considered that a cup of coffee this expensive was more of a luxury item then a necessity, no matter how wonderful it tasted. After all, when gasoline was hitting its $4+ a gallon stride, paying that price for gas and getting to work seemed much more of a prudent idea than buying a cup of coffee. And Starbucks felt the pinch.
As an answer to the global economy downturn, Starbucks began closing coffee shops and decided to do something else too. They began to reinvent themselves as an environmentally-friendly business.
To track energy usage, they began to install meters on all of their appliances to accurately gauge how much of a carbon footprint they were leaving. Customer campaigns like "Green Umbrellas for a Green Cause" were intended to send a message to all of us coffee-loving folks that there is a new Starbucks in town.
Light bulbs being switched over to energy-efficient types, all new shops built from here on are going to be constructed with reused and recycled materials, and they will feature local craftsmen to get the job done. Plaques will be put up to show off the new green ways of Starbucks, while also attempting to educate patrons on the ways of going green.
Better yet, Starbucks is applying for LEED certification (which stands for Leadership in Energy and Environmental Design and is nationally recognized as the gold standard in the world of bio-friendly) for all of their coffee shops. To showcase their green commitment, they have already gotten LEED certification on their main roasting plant in South Carolina.
Has any of this made a difference? In the overall scheme of things, no. According to the latest figures, Starbucks broke about even with sales from last year. However, from last year, they reduced energy consumption by their greening ways. So even though they made about equal profits from last year, they had less energy expense, which bodes well for their future. In fact, for the year 2010, the outlook is for a 15 - 20 percent increase in profits, thanks in a large part to being more energy efficient.
What’s not to love here? Whether you are for or against the corporate world, this is a success story. Starbucks has gone green in an attempt to save money, be more efficient, and appeal to everyone out there that they are being eco-friendly.
Needless to say, Because Action speaks louder than words, every corporate business should follow in the steps of Starbucks. They can all be more responsible, they can all go green and Starbucks proves that it can be done while still making a profit.
I’m craving a latte right about now. How about you?
