CORC's Reusable Cup program is the only initiative of its kind in Ohio. In fact, we know of no other community-based reuse coalition in the US operating a reusable cup program. This is a novel program, with few, if any, signposts to help guide us in the program's rollout.
With the help of our fiscal partner, the Plastic Reduction Project, we took a step back and appraised our efforts so far, and came up with the following lessons learned.
1. Other than a lack of awareness that the program exists, customer hesitancy to sign up is the biggest obstacle to increased adoption rates. We have identified 3 reasons for this hesitancy:
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Reuse is a new concept – customers are not clear about how it works or the benefits.
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Stopping to download the Okapi app and create an account causes "friction" when often a customer simply desires to get in, order a drink, and leave.
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We are competing against the convenient but wasteful norm of throw-away culture.
2. Baristas are not fully engaged
3. Tabling events are only moderately successful... and are too late!
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Customers' openness to engage is very time and place dependent: many just want to get their drink and go. Which is why we think...
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It's better if a tabling event conversation is not the first time they hear about the program.
4. Attitudes and actions vis-a-vis the program varies widely from location to location
5. Data show that some customers are very loyal (see data below)
6. Recognize and give credit to coalition partners.
