Costa trials new reusable cup scheme

Costa Coffee has announced the launch of a reusable cup scheme called BURT (borrow, use, re-use, take back), with the trial set to last six months.

The firm has said it builds on Costa’s work to “improve” the sustainability of its cups and packaging by using innovative digital technology, seeking to shift consumer behaviour towards reuse. 

Costa has also said it will use the trial to gain feedback from customers and “learn” about uptake and behaviour towards reusable cups. 

Following the findings, the chain has said it will “optimise and develop” a scheme that will roll out more widely across the UK in phases.

It also revealed the trial will run in partnership with the digital agency, Austella, on its new blockchain-powered Valari platform, set to reduce the number of single-use cups used and also make it easier for customers who have forgotten their reusable cups.

Neil Lake, managing director of Costa Coffee UK and Ireland, said: “We are excited to be the first national coffee company to be offering a solution like BURT, to further incentivise the uptake of reusable cups in our stores.

“It will also help us understand more about how the UK high street can lead the way in ensuring the long-term environmental sustainability of our planet.”

Mark Cundle, CEO of Austella, said: “Austella is delighted to be working with Costa Coffee to launch the trial of BURT and believes passionately in the role blockchain technology can play in helping businesses reduce their environment impact and make it easier for consumers to make sustainable choices.” 

The trial comes as Costa prepares to participate in a broader initiative this autumn.