Starbucks on Wednesday banned customers from bringing personal cups in its stores to prevent further spread of COVID-19, according to a statement posted on the Seattle-based company’s website.

The company has been providing a 10-cent discount to its customers since 1985 for using their personal tumblers as part of a waste reduction strategy.

Executive Vice President Rossann Williams, who overlooks the company’s business in the U.S. and Canada, said the company has "taken a series of precautionary steps in response to this emerging public health impact," adding that customers who bring in their personal tumblers will still be eligible for the 10-cent discount, except they can’t use it. The company has also withheld the use of their “for here” cups and will only provide single-use cups.

"We are optimistic this will be a temporary situation," he said.

Starbucks stepped up sanitizing measures at all its company-operated stores, as well as suspended business-related air travel, both domestic and international, for the rest of March, per the statement.

The company has also postponed large meetings throughout its offices in the U.S. and Canada.

"We will continue to communicate with transparency and act courageously and responsibly to ensure the health and well-being of our partners and customers," Williams added.

The U.S. death toll from COVID-19 has reached 11 as of Thursday, with 150 confirmed cases across the nation. California has announced a state of emergency throughout the state shortly after its first death was reported.

Canada has thus far recorded 34 COVID-19 cases.

JPMorgan Chase and other large US banks are testing emergency systems in case the coronavirus disruptions
JPMorgan Chase and other large US banks are testing emergency systems in case the coronavirus disruptions GETTY / JUSTIN SULLIVAN
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