Gigaom

Here’s a new mission for Starbucks: make coffee in a more energy-efficient way. The retailer plans to launch on Wednesday a competition that will pit 10 of its stores against one another to see who can cut electricity use the most in 30 days.

The competition is part of a 1-year project by the coffee retailer and Snohomish County Public Utility District in Washington State to use energy data and the contest to influence behaviors and reduce energy consumption. The goal is to figure out what triggers can successfully prompt actions and whether people will continue to be mindful of conserving energy long after the competition is over, said Andrew deCoriolis, director of marketing and engagement at Lucid Design Group, an Oakland, Calif., startup that is providing the technology for the project. The utility is working with Portland Energy Conservation, a nonprofit in Oregon that designs energy efficiency programs, to…

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