Returnable Project: Allpress Espresso Toranomon vol.2
In September of last year we launched our first 'A Less Plastic Project'.
The experimental project, which introduced returnable cups as an alternative to disposable cups for takeout, was a success, and a year later it became an official service. Read on to hear from a barista involved in the project about how it unfolded and the impact it had on the cafe.
Our first Returnable Project
In September of last year, Less Plastic provided Allpress Espresso's Toranomon branch with 30 reusable KeepCups to use as a sustainable experiment. The plan was to provide a sustainable option for the office workers that frequented the cafe for takeaway coffee.
The project, which started with the simple idea of "borrow and return," was both challenging and ambitious. Office workers could choose to take their usual coffee order away in KeepCups accepting a discount with the promise that they would bring the KeepCup back to the cafe after their work day. You can read more about the details in our initial blog here!
And... it was an eco win!
After crunching the numbers, we found that the 30 KeepCups were used 147 times over just two months, saving nearly 200 disposable cups from ending up in landfill.
Additionally, through conversations with customers about the returnable cups, we helped raise awareness about single-use waste, not only among customers but also among the cafe staff.
A Lasting Change
Since our returnable project, a permanent BYO discount of 30 yen has been enacted in the Toranomon Allpress Cafe and Toranomon local office workers are able to participate in the returnable cup program indefinitely!
We talked to one of Allpress Espresso’s baristas to see their insights on the project:
How did this returnable project affect the workflow of the Allpress employees?
During the returnable project, we found that the cafe operation was quite simple so it wasn't stressful. We didn’t encounter any particular problems explaining the project to customers, nor did our team face any issues in running it. More importantly, through this project, observing the content and the customer reactions allowed me to reflect on both my own and Japan's awareness of sustainability.
How do you think the barista-friendly features of KeepCup enhance the coffee-making process?
Not only is it easy to draw latte art, but the solid design and concept also make the baristas who use it feel good. Another key point is that the movements are the same as when making coffee with a paper cup, and I think this is the reason why baristas were able to quickly become accustomed to it. There are various types of BYO cups by other brands, such as those with small openings and those that require twisting the lid. This takes more time. KeepCup is a reusable cup designed with the convenience of baristas working in busy cafes in mind, so it was very easy to use.
What do you think were the main reasons many office workers partook in this project?
I think the biggest reason was the convenience. Renting returnable cups is easy for our customers like a half-step towards a more sustainable routine. The extra step of bringing their cups from home is sometimes difficult for busy office workers so they preferred the returnable concept.
Did you find any interesting changes in the cafe from customer feedback?
First of all, I was surprised at how many people actually enjoyed the returnable cups. I was worried they wouldn't be interested because it meant asking customers to do a bit more work. However, we found the opposite—many people tried it, and some became regulars who used the returnable cups every time. The project ended after two months, but the KeepCups were used 147 times, saving just under 200 paper cups. I was also happy to hear people say they wanted us to continue.
For us to continue these sorts of projects, it would be great to know what are the potential downsides you uncovered during the project?
One challenge we encountered was tracking returnable cups. While most were returned promptly, three cups went missing by the end, which was unfortunate but expected with a trust-based system.
*Based on feedback from Allpress Espresso Toranomon Cafe, the Less Plastic team is currently considering different options for introducing a tracking system in our future returnable projects.
As you continued with the returnable project, did you notice any changes in customer awareness?
After the two month project, we restarted the returnable cup and started enacting a BYO discount. More and more customers have joined this reuse cycle and we have found that some of them now bring their own cup from their office!
How do you see this project enacted more widely in Japan? What do you think has to change to make the action of reuse more mainstream?
The most important thing is to continue reducing CO2 and single-use waste. By offering education and sustainable initiatives to cafes, it will become easier for them to think about returnable cups more holistically and work toward that goal.
As I mentioned earlier, it would be reassuring to have a system for easily tracking cups. Since Japan, in particular, has many wonderful independent shops open to trying new things, I think it would be helpful to have plans that make it easy for cafes of any size to get started.
Let's try reuse!
Since our first project with Allpress Toranomon, we’ve collaborated with many like-minded individuals and learned that the success of initiatives like these depends not only on customers’ awareness of sustainable practices but also on the motivation and guidance of those leading the way.
Each company and community requires a unique, tailored strategy to effectively encourage reuse, and we’d love to help with that. If you’re thinking about introducing reuse into your own project, we’d be happy to chat and create a strategy that’s the right fit for you.
