CupKita makes your coffee ritual plastic-free
We love coffee, and so do many Indonesian’s. The warmth, taste and aroma give many of us a reason to get out of bed in the morning and gives you a chance to catch a break in the middle of an otherwise stressful day. But there’s the catch: Enjoying your hot cup of caffeine often involves a lot of plastic. Takeaway drinks served in single-use cups are associated with major environmental problems. They are unrecyclable, often littered and not used any further once they’re empty.
Indonesia, the worldwide second-largest contributor to plastic pollution, needs innovative solutions that tackle the problem at the source.
Turning Buy-drink-chuck into Borrow-use-return
You might be surprised but drinking your coffee plastic free is actually – wait for it – not that difficult! Our new reuse venture CupKita, powered by Muuse, is a full-service solution that enables coffee stores to lend reusable cups to their customers. This system is a replication of Muuse to Indonesia already provides companies, campuses and coffee stores in Bali, Singapore and Hong Kong with reuse systems.
The best part? If you unexpectedly go for coffee while out, or forgot to bring your reusable cup (we’ve all been there!), there’s no need to feel guilty and go back to disposable cups. At Gordon, a coffee shop chain in Jakarta, customers can borrow, use and return reusable cups. CupKita partnered up with the coffee store to start a pilot phase in Indonesia’s capital city.
This is how it works: You pay Gordon a visit for a yummy cup of coffee, but instead of getting a single-use cup, you place a deposit for a reusable one, bundled with your purchase. Once you have finished your beverage, you can easily return it in store or at a drop-off spot and get your deposit back. CupKita will regularly pick-up the dirty cups, clean them and redistribute them to the system.
So far, customer voices show that the concept is welcomed. „I really support your initiative “, and „I like the idea of the deposit “, are only few. But it’s not just the system, but also the cups themselves attract consumers „There’s a black one? That’s so cool. “
Circular coffee consumption
Indonesia is one of the world’s biggest coffee retail markets by volume, driven by increasing domestic demand. Among millennial’s coffee houses have become an important social gathering points to meet with family and friends. According to data compiled by the International Coffee Organization, coffee consumption in Indonesia surged to 276,000 tons in 2016 from only 108,000 tons in 2000. The number of specialty coffee outlet and chain-store coffee shops has doubled to 1,025 and 1,083 respectively, between 2012 and 2016. Most new outlets are concentrated in Jakarta.
These figures show a huge business potential for CupKita to create a circular coffee consumption in Jakarta and beyond. On average a coffee store in Jakarta sells around 50-200 cups per day. Worldwide that number swells to 16 billion paper cups every year. Every person that grabs a takeaway coffee per day in a reusable cup saves an incredible amount of 10,5 kg of waste per year. Simple changes in our daily routine can have a huge impact on helping the environment.
Rethinking the way, we produce and consume
It’s time to rethink the way we produce and consume. CupKita helps coffee stores stand up to single-use plastics, combat the plastic pollution and encourage customers to use less plastic. CupKita is an easy and convenient way for both coffee shops and customers to reduce the plastic footprint and to strive for a reuse economy.
The learning phase of CupKita at Gordon will continue over the next few weeks. Every customer is different and has their own preferences and needs. Some consumers welcome the deposit-system, while others prefer to make a one-time purchase and to bring their own reusable cup for baristas to fill: “I don’t want to pay per use. I want to have a one-time purchase. “
The phase involves testing with the coffee store and the customers to ensure satisfaction on both sides. Questions like pricing for the deposit, and how to best manage the cleaning and redistributing of sanitized cups will be answered.
Follow CupKita on Instagram