For the sake of the environment, consumers are determined to reduce waste from single-use takeaway packaging and industry giants—like Starbucks and McDonald’s—are supporting this desire by backing a pilot program for reusable mugs. Four independent San Francisco coffee shops will be trialing the NextGen Cup Challenge, which will give customers the chance to have their orders made in reusable mugs that they can borrow.
To make the most of a 12- or 16-ounce reusable cup supplied by Muuse, patrons only need to download the start-up’s app and scan a QR code at checkout. If they don’t return the cup within five days, they will simply be charged $15.
The NextGen Cup Challenge is also backed by Coca-Cola and Yum Brands, which owns Taco Bell, Pizza Hut and KFC, signaling that even more waste-reducing initiatives may be to come.
Reusable Mug Initiatives
The NextGen Cup Challenge Shares Reusable Mugs That Can Be Borrowed
Trend Themes
1. Reusable Mugs - Disruptive innovation opportunity: Develop customizable reusable mugs to cater to different consumer preferences.
2. QR Code Checkout - Disruptive innovation opportunity: Explore QR code payment systems for other industries to streamline and enhance the customer checkout experience.
3. Waste-reducing Initiatives - Disruptive innovation opportunity: Create sustainable packaging solutions for various industries to reduce waste and promote environmental consciousness.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Implement reusable packaging in the food and beverage industry to minimize single-use plastic waste.
2. Retail - Disruptive innovation opportunity: Introduce reusable shopping bags and containers to eliminate the need for disposable packaging in retail stores.
3. Hospitality - Disruptive innovation opportunity: Adopt the concept of borrowing reusable items in the hospitality industry, such as towels or toiletries, to reduce waste from single-use products.