Costa Coffee trials hygienic reusable cup scheme powered by blockchain
30 Sep 2021 --- Costa Coffee is trialing a reusable cup scheme powered by blockchain across 14 stores in Glasgow, Scotland, which will “inform a future UK-wide rollout.”
The “BURT” (Borrow, Use, Reuse, Take Back) six-month trial will use QR codes and blockchain technology to encourage reusable cup adoption.
The coffee chain will be using the trial to gain customer feedback and learn about uptake and behavior toward reusable cups. It will then use its findings to optimize and develop a scheme for a phased rollout across the UK.
“Our priority at Costa Coffee is to provide convenient, effective solutions while continuing to serve great tasting, perfectly crafted coffee,” comments Neil Lake, managing director at Costa Coffee UK&I.
“We are excited to be the first national coffee company to be offering a solution like BURT to further incentivize the uptake of reusable cups in our stores.”
Reusable packaging is increasingly recognized as crucial to waste reduction, with wide-ranging support from NGOs, regulatory bodies and consumers.
According to Innova Market Insights, the majority of global consumers (52%) believe reusable packaging is the most sustainable packaging model, followed by recyclable (50%), biodegradable (31%) and compostable (24%).
Hygienic reusability
Customers must set up an account to join the BURT scheme by scanning a QR code displayed in one of the 14 participating stores.
The BURT cups are made from durable stainless steel and easy to clean.After making a one-off £5 (US$6.70) payment to join the scheme, customers can scan the QR code on the base of a BURT cup, which links the cup to the customer’s account, via blockchain technology.
Customers can then pay at the till as normal while a barista prepares their handcrafted coffee. After enjoying their coffee on-the-go, customers can return the cup to a participating Costa Coffee store, where it will be scanned, delinked from their account, and hygienically machine-washed in store for the next customer. Customers will be given a new BURT cup with each new order.
Blockchain-powered platform
The trial is run in partnership with digital agency Austella on its blockchain-powered Valari platform.
The scheme is designed to reduce single-use cups and make it easier for customers who may have forgotten their reusable cups to still be able to pick up their coffee on-the-go, without waste. The system is also designed for customers preferring not to carry their own cup around each day.
“Austella is delighted to be working with Costa Coffee to launch the trial of BURT and believes passionately in the role blockchain technology can play in helping businesses reduce their environmental impact and make it easier for consumers to make sustainable choices,” says Mark Cundle, CEO at Austella.
“One quick scan of a QR code and Costa customers can enjoy their favorite coffee in a reusable cup, before dropping it back for the next customer to use, reducing single-use waste.”
The trial will “inform a future UK-wide rollout.”
Stainless steel durability
The BURT cups are made from high-quality and durable stainless steel, making them long-lasting and easy to clean in Costa’s in-store dishwashers.
The cups can hold 8oz (Mini), 12oz (Small) and 16oz (Medium) drinks. They are also compatible with Costa Express machines.
The scheme comes as Costa Coffee prepares to participate in a broader initiative to increase reuse and recycling rates in-store this autumn, in partnership with Keep Scotland Beautiful, other key coffee retailers and Glasgow City Council.
“Glasgow has been the focal point for a raft of work to address cup waste via our Cup Movement in Glasgow campaign, so we are delighted to see this innovative trial taking place in the city,” remarks Barry Fisher, CEO at Keep Scotland Beautiful.
“Effective reuse solutions are essential to reducing waste, changing the way we consume and addressing the climate emergency.”
“As the city prepares to host COP26, we look forward to supporting Costa with this initiative and stepping up consumer engagement with them and other retailers, working to facilitate the necessary transition toward more sustainable consumption.”
In related news, Unilever launched its largest-ever supermarket refill trial last year in Europe with UK supermarket Asda. QR codes are enabling Unilever to track refills, evaluate consumer engagement and expand the scheme.
By Joshua Poole
