Alternatively, the line-skipping coffee vending machines will encourage people to bring their own cups and gradually challenging the stereotype of "to-go cup", which usually represents fast service.
Fortunately, Starbucks has already developed and distributed their vending machines in different spots, and we can see them in campus, or in some selected convenience stores which offer Starbucks branded coffee. In most of the vending machine location, one-time-use and to-go cups are usually provided for free by the machine.
However, for customers who want to use the coffee vending machine while do not have their own reusable cups, they can always purchase coffee with a reusable cup at the machine (similar to Starbucks's mobile order) and receive their coffee at the counter table.
The alternative order/delivery system prioritize customers with reusable cups and make those cups even more on the go, and therefore challenge its old stereotypes.
The screens on the coffee machine is also useful as a way to educate users with knowledge of the environmental impacts of the not-so-eco-friendly to-go cups, and emphasize the beauty and process of coffee making. Just like glasses for wine, ceramic sets for tea, the video or image elements will promote the elegance of coffee, beyond a caffeinated drink, which worth a reusable mugs/personalized bottle.