As one of the leading coffee brands worldwide, Starbucks is well known for its aromatic hot and cold drinks. What many might not know is that the brand has been associated with National Coffee Day, an annual celebration of the beverage and its importance to society. Since National Coffee Day has been celebrated since 2005, Starbucks has taken part in activities related to the event, such as releasing exclusive products or offering special discounts.
The origins of National Coffee Day vary depending on the country, since it is celebrated on different dates around the world. For example, in the US it traditionally falls on 1st September, while in Canada it is celebrated on October 1. The event was created to promote awareness about the importance of coffee in our daily lives and to recognize the people behind its production, from the farmers to the baristas.
Starbucks’ participation in National Coffee Day usually takes the form of product releases and promotional campaigns. One of the most significant initiatives undertaken by this brand was in 2017, when all of its stores celebrated the day with a buy-one-get-one-free offer on handcrafted drinks. This initiative was designed to encourage customers to visit their local store and enjoy an exclusive coffee-tasting experience. Additionally, Starbucks also rolled out special edition coffee products to mark the occasion.
Moreover, to create further awareness of the importance of coffee production, Starbucks organises events to spread knowledge about the farmers and the supply chain involved in the product. In 2017, the brand organised a “She grows event”, which was a part of their sustainable sourcing program that aimed to enhance the quality of coffee products and to ensure that the farmers got better wages and better working conditions. This event also explored the new technologies being used to grow coffee.
In addition to events and promotional activities, Starbucks has also released limited-edition gift cards to mark National Coffee Day and various other occasions. For example, in 2018, the brand released a limited-edition gift card featuring a hand-drawn design that celebrates the journey of coffee from farm to cup. This gift card not only served as a reminder of the importance of coffee in our daily lives, but also promoted sustainable practices in coffee production.
Apart from product releases and promotional activities, Starbucks also creates special activities for their customers during National Coffee Day. Through these activities, customers are encouraged to explore coffee culture and learn more about coffee production. For example, in some locations, the coffee chain offers free classes and workshops, educational tours, and a variety of coffee-related activities. All of these activities create awareness and offer a unique opportunity to gain knowledge about the product.
Overall, Starbucks is committed to participating in National Coffee Day and helping to promote the event. By launching promotional activities, product releases, and special activities, the brand has positioned itself as a leader in the coffee industry and has helped to raise awareness of the importance of coffee in our daily lives.
Environmental Commitment
The company has consistently shown its commitment to the environment and sustainability with its initiatives for National Coffee Day. Starbucks has been implementing sustainable sourcing practices for years, and these efforts have been enhanced on National Coffee Day. For example, in 2020, the company pledged to invest $120 million in protecting and restoring water source regions and habitats, launching the Starbucks Water Stewardship Initiative. This commitment was made to ensure that the company’s efforts for sustainability are not merely limited to its shop floors, but also extend far beyond that. This initiative could go a long way in preserving water sources and furthering environmental commitments.
Starbucks has also partnered with WaterAid, an international charity organization, to help build a better future for farmers and communities in coffee origin countries. This partnership supports clean water and improved sanitation projects in Ethiopia, Kenya and India, to help ensure sustainable and resilient coffee production in the region. Through these efforts, Starbucks is striving towards a more sustainable future while staying true to its commitment to help farmers in coffee-producing nations.
Further, Starbucks also offers customers an environmentally-friendly alternative to their packaging in the form of its reusable tumbler. This is a sturdy, BPA-free, stainless steel container that can be washed and reused. It is designed to keep cold drinks cold for up to 24 hours and hot drinks warm for up to 12 hours. By using this tumbler, customers can reduce their plastic waste significantly and also receive a discounted beverage.
Charitable Initiatives
As a socially responsible brand, Starbucks runs several initiatives to support communities and raise awareness of important social issues. One of these initiatives is its Our Planet, Our Coffee program, which was launched in 2019 to create a more sustainable future. This program is committed to providing ethical and eco-friendly coffee, and each year, the company donates one percent of its total sales from each of its licensed partners and stores to various charities.
On National Coffee Day, Starbucks also holds various fundraising events in its stores. These events involve the sale of special beverages and coffees, with portions of the profits going towards supporting social initiatives in the local community. For example, in the US, the company regularly donates a portion of its sales from the day to support charity organizations such as the Global Fund and local food banks.
Starbucks also encourages fans to support these initiatives on social media, to drive awareness and help raise funds for the causes. The company runs campaigns on its social media platforms to inspire people to help those in need and donate to charity. This helps to raise awareness of important causes and encourages customers to give back to the community.
Conclusion
Whether through product releases and promotional activities, environmental commitments, charitable initiatives or special activities, Starbucks is committed to engaging in National Coffee Day and helping to promote it. The company has established itself as a leader in the coffee industry, and its efforts in various aspects of the event are certainly worth applauding and recognising.
Accessibility
To cater to all its consumers, Starbucks has taken several measures to make its stores and services more accessible for people with disabilities. On National Coffee Day, the chain launched its Accessibility Initiative, which is dedicated to making their stores and services more accessible. This initiative involves providing special services to customers with disabilities, such as accessible seating and adjustable tables, visual storytelling menus, and experimental cup designs.
The company also creates spaces in their stores that comply with the Americans with Disabilities Act (ADA). This includes areas such as the bathrooms, entrances, and tables, which are all equipped with the necessary fixtures and furniture to ensure accessibility for all customers. Additionally, Starbucks stores also feature braille menus and signage, to make their menus and services more accessible to everyone.
Apart from these measures, the company also launched its Digital Order Ahead system in 2017, which allows customers to order their drinks online in advance. This system has been designed to help customers with disabilities, who may have difficulty in ordering and waiting in line.
Diversity and Inclusion
In terms of diversity and inclusion, Starbucks has also taken various steps over the years to ensure that its stores are safe and welcoming places for all customers. The company regularly hosts Black History Month and Pride Month celebrations in their stores, to celebrate and honour the diverse cultures that make up their customer base.
On National Coffee Day, Starbucks releases limited-edition products which are designed to promote diversity and support the LBGTQ+ community. For example, in 2018, the company released a limited-edition Pride Tumbler, which was created to support the LGBT community and celebrate love and acceptance.
The company has also established a We Belong to Something Beautiful campaign, which is focused on highlighting the diversity and strength of its partner network. This campaign celebrates the audio, visuals, history and culture of the countries where the coffee beans were harvested, and the people and artisans behind it. Through this campaign, Starbucks raises awareness of diversity and inclusion in their stores and promotes their commitment to creating a homogenous global community.
Conclusion
Overall, Starbucks is committed to supporting and celebrating National Coffee Day with various initiatives and campaigns. Their efforts showcase their dedication to diversity, inclusion and sustainability, and act as an example for other companies to follow. These initiatives have greatly improved the coffee industry, raising awareness of the importance of coffee and helping to create a better, more equitable and sustainable future for coffee producers everywhere.
