Starbucks UK has announced it will soon launch a popular charitable initiative “suspended coffee” in its venues. It means that now customers who buy a beverage for themselves can automatically reserve one of the same value for homeless people. According to Independent, Starbucks is the first British chain to adopt this charitable movement, which originated in Naples, Italy.

Photo: Suspended Coffee at Starbucks, www.facebook.com/starbucksuk

As part of this project, the company continues its longstanding collaboration with its charitable partner Oasis. The non-profit that operates in more than 35 countries worldwide will receive the suspended coffee (“caffè sospeso”) to distribute it among its communities across the UK. So, homeless people won’t claim the suspended coffee at the store, but will get it through the charity.

Announcing the initiative, Starbucks wrote on its Facebook page: “…and we’ll match the value of each suspended coffee in a cash donation to Oasis.” Apparently,  one purchase will generate two donations of the same value, in the form of coffee from the customers and as a monetary help from Starbucks.

Ian Cranna, the vice-president of marketing at Starbucks UK, also commented that the company is set to play its role in contributing to the “structured and long-term” initiative that delivers “help straight to those who want and need it the most.” The company hasn’t specified the date when the initiative launches and which stores participate in it, but promised to reveal that information when the project starts.

The initiative, which actually launches in response to numerous “enquiries,” may be the company’s attempt to restore its image in the UK after the scandal in December 2012, when it was revealed that Starbucks UK hadn’t paid the corporation tax in the last three years.