Setting up a vertical or branded system

Where to start…

Setting up a reuse system of your own is going to need many moving parts. We’re here to help…

Firstly, identify that there are three components of the system, and ensure that all three are addressed:

  • Containers

  • Management of these (we’ve got this for you!)

  • Washing

Read more about this here. You can’t consider it a system if you don’t have all three.

Secondly, know that building the system is not enough. Just because it exists does not mean end-users will use it. You will need to prepare to use the levers available to you to drive this - marketing, and whacking a charge on single-use cups to disincentivise their use by customers.

Reference: Closed Loop Partners launched the NextGen Consortium in 2018. As the result of internationmal pilot studies into reusable systems, this excellent paper was published and covers the fundamentals of a reuse system. We recommend that you digest this paper wholeheartedly.

Container/material considerations

If you are sourcing your own containers, here are some learnings we have taken over the years of delivering on similar systems. They may guide your thinking.

Quantities for set up

This is a starting place. The base fleet will need to expand, or contract, dependant on usage, so is at best a guess to begin with. Cafes that commit to get rid of single-use containers entirely will need more fleet. As usage over time grows, the base fleet size may need to be increased. If the cash deposit system is being used (so for classic cups only), these will need to be topped up. In this case, the deposit will have been recovered from the end-user, so this will fall to the vendor and they won’t be auto replaced like those that are transacted out via the app.

Cafe size Daily takeaway serves Recommended Initial cup fleet (cups/containers) loaned out via the app Again Again, premium cups, serviced Again Again Classic cups, Transacted via $3 deposit/return. Higher loss rate. Service contract.
Boutique-small 50-100 ≈30 units 230ml (8oz)
≈30 units 350ml (12oz)		 28 regular = $336
28 large = $392		 Or 50 regular = $150 incl gst
50 large = $150 incl gst
Regular-large 100-200 ≈45 units 230ml (8oz)
≈45 units 350ml (12oz)		 42 regular = $504
42 large = $588		 Or 100 regular = $300 incl gst
100 large = $300 incl gst
100%ers x serves 1/2x brandedcups
1/2x Again Again cups (cash transacted back up)		 42 regular = $504
42 large = $588		 And 50 regular = $150 incl gst
50 large = $150 incl gst
 

*all prices are excl GST unless otherwise notes.

Choosing the materials

Your business can source any cups. If you are setting up a significant system and are set up to manage your own logistics at scale, we suggest that you procure these directly, and not from Again Again. This gives you full brand, cost, and logistics control, and leaves us focused on the tech delivery.

You can have any material, but we believe there are really only 2 options - plastic or steel. Glass and aluminium may feature in your thoughts, but we would encourage you to rapidly discard them. There is a very good wrap up of options here.

Our recommendation

After much market research and testing, we have settled on using the Returnr set. These are food-grade stainless steel, designed as fit-for-purpose in a commercial, high repeat-use scenario and, by design, they best fit our needs. They have a very high recycled rate in their source materials (75%). We have a preference for steel over plastic as we are concerned with toxicity, microplastic shedding, and negative perceptions that we anticipate will grow over time.

We have an affiliate relationship with Returnr. If you wish to consider these, we are happy to make the introduction to this Australian supplier but will leave you to purchase them and to work with them for branding.

There is value in considering the same type of cups and containers as we have chosen for the Again Again share network. Should you be out of stock with your proprietary/branded cups, you could fall back onto ours. There will also be an organic interoperability of the two fleets that will spread your brand message.

Plastic Stainless steel Note
Emissions Lower emissions profile.
LCA break even point vs SUCs:
3 (Bockatech) - 15ish 		Stainless steel itself has higher embodied emissions, and high recycled content and the longevity of the material actually makes the lifetime emissions lower than expected. Break even at 4-8 uses PP Plastic usually comes out on top
Drinking experience Many people don’t like the taste and feel from plastic. A few, especially black coffee drinkers, don’t like steel either. You can’t please them all! And the mouth feel and material of the lid may be a greater consideration
Lids Plastic lids often have a silicone ring to make it snug. This mixed material renders it waste or very costly to recycle at end of use cycle. Snap on plastic lids are pretty good, but do fail over time. Usually have a silicone lid - this is not recyclable currently, but it is heat stable (no toxicity) and has more tolerance for fit so keeps the cup in use-cycle for longer. Dark colour silicone can water-mark. Nooks and crevices make sanitisation difficult - the fewer the better. Sliding components make it fail rapidly. They just can’t be cleaned. Recommend that you stick to one material only as this creates a better end of life opportunity. Lighter colours will lipstick stain (plastic and Silicone). Darker silicone will watermark. Somewhere in between is ideal.
Toxicity PFAS is in everything. It is ubiquitous, and there is increasing concern about it.
Ditto Microplastics.		 Non-toxic, stable Perception is reality. Even if plastics are deemed the better material, many hate it and believe it is not. In this respect, Stainless steel wins.
Longevity 200 washes / 4 years.
Lids life span is shorter still. Looks tired over time.		 500 washes / 8 years
In practice, they are infinite, and are usually damaged, not worn out. Very stable. If not painted, can look much the same indefinitely.
Sanitisation Plastic doesn’t dry well in sanitisers. Creates a workflow issue for cafes. Stainless steel is great. Washes wholly, dries fast. For both materials, sanitisation at scale is challenging. Adding some washing to an existing workflow is usually fine. Adding a lot is problematic. Ensure that this is addressed and managed.
Brand marks Plastic tires with use, as will the brand marks. Painted brand marks will chip off over time. Etching does not. There are no restrictions, but some choices may be smarter than others.
Cost May be significantly cheaper More expensive, but also conveys “premium”.

Encourage cafes to go 100% waste-free

It’s easier than it sounds, and waaaay more impactful.

This is our future - consider it early. More info here.