Starbucks becomes the Greenest Company in the World

starbucks1Starbucks has over 23,000 stores worldwide, and has converted a number of the locations into being eco-friendly. Starbuck’s business model to become more environmentally friendly has finally paid off. They opened a new location that is the 700th LEED-certified location worldwide, which established Starbucks to be the most eco-friendly company. Starbucks plans to double the amount of LEED-certified locations by the end of 2016, with over 1,200 certified stores.

Starbucks first initiated their plans to convert store locations to be LEED- certified in efforts to rebrand their “chain” image. They hope to win back consumers by producing a “hip” coffee atmosphere where the furniture is slid wood, employees are wearing artisan aprons and siphons LED-equipment. However, even with these efforts, many critics still label Starbucks to be similar to “the Cheesecake Factory” with chain-like atmospheres.

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Keurig Sees Decline in Sales

The Keurig machine has become a home-appliance maker that many consumers envy. However, this year a decline in sales of Keurigs and K-Cups are evident. After closing the third quarter of 2014 up 13 percent, they dropped every quarter since by 22 percent this past summer.

One of the main reasons for this decrease is environmental concerns. The K-Cup pods are un-recyclable, and while Keurig plans to make K-Cups recyclable it will not be available till a distant date. Another reason for this decline is because the new Keurig machines, 2.0, are equipped with DRM technology that prevents customers from using other brand of pods. This limits the variety, and choice of consumers who may prefer other brands of coffee/tea outside of Keurig brands.

Customers have outlined their complaints towards the Keurig, and CEO Brian Kelley has already started to implement new strategies to make improvements. Kelley is hoping to make the Keurig less bulky, less expensive, a better drink selection and servings larger than eight ounces.

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