Shop Talk

Check Out Line: Bring a mug, get free Starbucks java, save the world

Check out how Starbucks is working to persuade you to help save the planet by using fewer of its iconic paper cups.

On Thursday the company, which hands out about 4.75 million cups a day, is giving away free coffee to everyone who brings in a reusable mug or travel tumbler.

This latest promotion from the world’s biggest coffee chain comes as it works to hit its goal of serving one-fourth of its beverages in reusable cups by 2015.

The ubiquity of Starbucks coffee cups make them a powerful advertising vehicle. But the company’s popularity also has a dark side — discarded Starbucks cups contribute to pollution by creating tons of trash.