Bring it Back Fund - Impact and Learning | 23rd January 2023

The Bring it Back Fund Impact and learning

Driving widespread adoption of reuse systems for food and drink

THE BRING IT BACK FUND

Introduction

Contents 1

Introduction

Meet the projects

Key ingredients for successful reuse systems

What did we learn?

About the fund

Project case studies

Foreword from Starbucks “We are incredibly excited to share the findings of our six Bring It Back Fund projects. Enabling and encouraging customers to reuse and return cups is a complex task, and robust research is invaluable as we seek to develop new ways to reduce waste. This fund has allowed us to test different processes, and environments, to understand not only what works best, but the key factors that all reuse systems should either feature or consider. We hope the findings will be useful as we all seek to reduce our singleuse waste, and give our customers more options with every cup.”

Jacqui Wetherly, UK Director of Sustainability, Starbucks

Single use is deeply embedded in our society and will require radical thinking and bold new approaches to help people make the transition to a more circular economy with reuse at its core. Although Hubbub’s Reuse Systems Unpacked report (2022) found that 67% say they are concerned about the environmental impact of single-use food and drink packaging, use of reusable packaging remains stubbornly low. This is the case for personally-owned coffee cups, despite incentives and generous discounts to customers who bring their own reusable cups.

Create clear and consistent communications, across a range of channels

Keep down the cost of use and offer incentives to take part and return

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Ensure buy-in from teams delivering the reuse scheme on the ground

We’re openly sharing the findings from the projects with the ambition of accelerating widespread adoption of reusable food and drink systems, because it’s increasingly clear that a piecemeal approach won’t work. To be truly effective, these schemes must be widely available; they need to be normalised and woven into everyday habits and routines. We hope this report will help organisations to design and deliver more impactful reuse systems for food and drink packaging. Thank you to the six projects for their work over the past twelve months, and to Starbucks for supporting the fund through their 5p cup charge. If you wish to work with Hubbub on projects which help society shift away from a throwaway culture then please do get in touch.

So, what did we learn? This report is brim full of useful insights about how reuse systems work in practice, which we’ve distilled into five key learnings:

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Over 100 businesses were involved across the six projects, involving 79 types of packaging. The projects contributed to over 725,000 items of single use packaging being avoided, and the schemes had an average return rate of 57%.

Hubbub and Starbucks created The Bring it Back Fund in 2022 with proceeds from the 5p cup charge to help kick-start reuse systems for food and drink packaging in the UK. The six funded projects tested new approaches and explored how reuse systems work in different environments, from a city-centre food market to cafes in the rural Scottish Highlands.

Make reuse as close to as convenient as single use by removing as many friction points as possible

Emphasise the environmental benefits of reuse , and don’t assume the public understand why it’s preferable to recycling

There are no silver bullets to make reuse work, but there are some quick wins such as focussing on closed or semi-closed loop environments, or locations with a high number of regular repeat customers.

One of the key reasons is convenience; recent Hubbub polling (2023) revealed that 29% of people intend to use reusable packaging but don’t have it with them, at least once a week. This is where reuse systems (whereby packaging is borrowed and returned) offers a solution by removing the barrier of having to remember, carry and clean your cup, bottle or lunchbox.

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Gavin Ellis, Director and Co-Founder, Hubbub 3

THE BRING IT BACK FUND

Meet the fund winners: six projects making reuse easier

Keep Scotland Beautiful

PECT

An app-based reusable cup scheme across the rural Scottish Highlands targeting tourists and locals, along the route of the North Coast 500. The project aimed to test how existing networks can introduce reuse efficiently across a large geographical area and scale reuse beyond urban areas.

Five reuse pilots with different communities in Peterborough, including a school, a small town, a country park and an office environment each with a tailored reuse system to work for the different locations. The pilots tested different behaviour change initiatives and messaging with difference audiences and locations.

Again

Mercato Metropolitano

A pilot with Uber Eats in London for reusable packaging for delivered takeaway food, where packaging is returned via from-home collection. The pilot aimed to test how from-home collection without deposit, can increase convenience, and therefore uptake, to offer a model for free reusable packaging for delivered takeaway food.

A project to eliminate single-use food packaging at a food market in Elephant & Castle, London, by making reuse convenient and the default option for customers, and price comparative for traders. The project aimed to provide an example for other markets to follow.

Green Street

Reath

A city-wide reusable packaging system in Bradford for hot drinks cups and takeaway food. The system, named Borrow*, operated with a cash deposit, and used a digital rewards platform Maybe*, partnering with local cafes and a takeaway restaurant partner MyLahore.

A project to create data tools that give reuse schemes the predictive and analytical capabilities they need to scale, working with data from existing reusable packaging systems. This included creating environmental and business case comparison tools.

Impact

£1.4M

funding to boost reuse

innovative projects

725K+

items of single use packaging avoid by businesses involved

8152

people took part in reuse systems

100

businesses participated in reuse projects 5

57%

average return rate across all projects

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Key ingredients for successful reuse systems

What do these six projects tell us about what makes a successful reuse system? Below we outline the five things successful reuse systems have in common.

Reuse systems in all locations should:

Make reuse as close to as convenient as single use by removing as many friction points as possible

Create clear and consistent communications, across a range of channels

Emphasise the environmental benefits of reuse , and don’t assume the public understand why it’s preferable to recycling

Keep down the cost of use and offer incentives to take part and return

Have strong buy-in from teams delivering the reuse scheme on the ground

Any use of apps/mobile devices should be carefully considered so as not to be a barrier to uptake. Returns should be easy for customers and staff, offering lots of opportunities to return packaging.

Concise messaging should explain the user journey at the point-of-sale, instore (and on relevant apps), alongside communications that raise awareness of the scheme and its benefits, across social media, outdoor and digital advertising.

Raise awareness of the environmental benefits of switching to reuse, to encourage the ‘feel good’ feeling and increase uptake. Make environmental benefits tangible.

Upfront deposits should be minimised, and discounts, rewards or competitions can be used to increase uptake. Using deposits or charging when packaging is not returned can be used to incentivise returns.

Closed-loop locations

Staff need to understand why reuse is preferable to single-use to be able to promote it to customers and effectively manage any operational changes.

Open-loop locations

Integrate into existing site operations

Collect strong data on where packaging is used and returned

Include packaging collection/returns with on-site waste management and bring washing on-site where possible to reduce costs and transport emissions.

Good data helps calculate the environmental benefit and business case for reuse, so is vital for scaling schemes. Scannable technologies can enable useful data collection, without adding inconvenience for customers or businesses.

Make reuse the default Where there’s control over the space, switching all packaging to reusables normalises the system and can have a big reduction in waste.

Create a network of convenient return locations Involving multiple businesses helps increase the availability of return locations. If including unstaffed return points place them next to well-maintained waste bins to reduce contamination, with clear communications.

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What did we learn?

The Bring It Back Fund projects have provided a wealth of learnings, building upon existing knowledge on the challenges and barriers to reuse. Below we outline the key themes that emerged:

Deposits Existing insight:

Hubbub polling (2022) found 41% of people would be more likely to use a reuse system if there is no additional cost, and while deposits incentivise returns, they could be deterring uptake.

One project, Green Street, used an upfront deposit. The £1 deposit was received well for drinks cups, but for takeaway food it was lowered to 50p per item as usually customers purchased multiple packaged items per order.

PECT’s project experienced a high loss rate of packaging. In Again’s project there were also low returns, despite offering home collection. Keep Scotland Beautiful’s project was deposit free; however, customers were charged if they did not return packaging within two weeks, which led to high return rates.

PECT, Again and Mercato all opted for deposit-free systems to remove the cost barrier and subsequently had the highest uptake of all the projects. However, where reuse wasn’t the default, these projects also found it a challenge to incentivise returns. The office canteen location in

Key takeaway: Removing deposits can boost uptake of reuse systems, however this requires strong messaging and a convenient user journey to ensure packaging is returned, otherwise return rates may be low.

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Closed-loop environments

User technology and apps

Existing insight:

Closed-loop environments – where food and drink are served and consumed within the same site – are often seen as suitable spaces for reuse as packaging can be easily returned.

Technology can incentivise returns, manage deposits, or track uptake and returns, but there’s a risk it can over-complicate the user journey.

Two projects operated in semi-closed-loop environments. Mercato Metropolitano offered reusable packaging as the default option when ordering, leading to the highest uptake of reusables across the projects. Reath’s research with their existing customers also found closed-loop sites had some of the highest return rates.

However, closed-loop environments alone do not ensure strong return rates, which varied between 43-80% across closedloop spaces. In PECT’s office location they experienced low return rates, with packaging being kept by customers as well as ending up in the general waste instead of in return points. Packaging type influenced the return rates, with Mercato finding that bowls were more likely than plates to be taken out of the market. The success of closed-loop reuse systems relies heavily on the site teams. Mercato provided additional staff to support with collection and washing of packaging and had strong buy in from on-site staff.

Three projects, Keep Scotland Beautiful, Reath and Again, used technology to track packaging, leading to strong data insights on how their systems were operating. This also removed the burden of data collection from small businesses, which was a challenge experienced by Green Street and PECT. Reath confirmed that strong data is incredibly valuable for making the business and environmental case for reuse schemes.

Using apps and new technology is an additional behavioural step for customers. Where reuse systems can integrate into existing, commonly used apps, they will face fewer barriers. Potential for this was demonstrated in Again’s pilot with Uber Eats, where a high volume of customers ordered reusable packaging via the app.

Three projects used customer facing apps or mobile technology which did present some challenges. Surveys with customers and businesses in Keep Scotland Beautiful’s project revealed that downloading the app was one of the top barriers to taking part. Green Street also found a lower-than-expected uptake of the optional digital platform, despite the offer of rewards.

Key takeaway:

Closed-loop environments are conducive to reuse systems but are not guaranteed to work. They work best when there is buy-in and resource across operational teams.

Customer-facing tech needs to be kept simple to not hinder uptake, and either standardised, or integrated into apps people already use (e.g. delivery platforms). However, using technology to track use and returns has many benefits.

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Returns

Rewards and incentives

Existing insight:

27% of people1 said that having to carry or store reusable packaging would put them off using. Reducing friction to return packaging is key to making returns as convenient as possible.

Hubbub polling reveals 42%2 of people said they would be motivated to use reusables if there was a reward. Customers are equally motivated by knowing the environmental benefits.

All projects trialled different reward mechanisms to promote uptake and encourage returns. Green Street used a digital rewards platform that allowed users to earn points that could be redeemed at any participating business. In the trial there was low uptake of the reward points themselves, despite cups being returned.

challenges, including communicating the return process to customers. Again found when they added additional messaging to their packaging this helped increase returns as did adding a reward.

Keep Scotland Beautiful, PECT and Green Street increased return points for customers by using networks of participating businesses as return locations. Keep Scotland Beautiful could track the cup return locations and found most cups were returned to the business they were borrowed from. Mercato and PECT used a variety of unstaffed return points in their project. The common theme for Mercato and PECT was the need for general waste bins to be positioned next to the return points to reduce general waste contamination, as well as bold and clear messaging to clearly differentiate return points from standard waste bins.

Offering money off the next order was an effective tool in Again’s project, where in a small sample they were able to nearly double return rates by offering £10 Uber Eats vouchers. They also tested boosting environmental messaging, without offering the £10 voucher, and this alone increased return rates, although not as much as offering the voucher.

Two projects tested return-from-home models to improve convenience for returns, with Green Street using existing delivery driver journeys to collect packaging. These models presented

Some projects used competitions or prize draw entries to incentivise uptake, which had a similar impact to offering financial discounts. In Keep Scotland Beautiful, PECT and Green Street’s projects, businesses applied their own incentives such as loyalty stamps or discounts.

Key takeaway:

To achieve strong returns, systems need incentives, either rewards or charges, and minimal points of friction. Increasing networks of return locations help improve convenience.

Customers are motivated by rewards for both uptake and returns, but rewards aren’t enough on their own, other factors such as convenience and awareness must also be considered.

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Communications and awareness

Packaging

Existing insight:

53%3 of people said they are willing to use reuse systems, even if less convenient, where there are other benefits e.g. saving money and environmental benefits – so communicating this is crucial.

Low awareness of reuse was a recurring challenge across the projects, both in terms of awareness of what a reuse system is, as well as the environmental benefits. This was true of customers, staff, and businesses. Many of the projects found that environmental messaging had the biggest

impact in driving uptake of reuse. In PECT’s Oundle town project, uptake and returns increased when environmental messaging was used instead of messaging that led with cost savings or ease. Green Street, Keep Scotland Beautiful and PECT’s projects found point-ofsale communications to be effective. All reported that the best performing businesses had the most engaged staff and/or passionate managers.

Reusable packaging needs to be lightweight and stackable; it needs to look good so customers want to use it, but not so good that customers want to keep it.

79 different types and sizes of reusable packaging were used by Bring it Back Fund projects, covering both food and drink packaging. It was clear that packaging for food on-the-go and takeaway delivery presents the bigger challenge. Projects that used reusable food packaging found sourcing a challenge, with the market much more set up for single-use or dine-in reusable packaging. Green Street and Again reported many challenges around the requirements of reusable packaging for takeaway food that needs to travel, and requirements of specific food types that need to remain ‘crispy’ where many plastic containers do not offer ventilation. Even where

food didn’t need to travel, Mercato also encountered vendors who were reluctant or unable to use the packaging as it didn’t work for the wide variety of food types on offer. A survey by Again found some customers mistook reusable packaging for standard single-use takeaway boxes, despite being labelled returnable, and thought that the packaging was to be reused or recycled at home.

Key takeaway:

Key takeaway: Don’t assume customers will understand the environmental benefits of reuse, and ensure store teams are bought in and understand the scheme.

Reusable packaging needs to be clearly differentiated from single-use. Reuse systems for takeaway food will require many types and sizes of reusable packaging designs.

THE BRING IT BACK FUND

About the Bring it Back Fund

THE BRING IT BACK FUND

Increasing reuse Hubbub and Starbucks created the £1 million Bring It Back Fund to increase take-up and remove barriers for reusable packaging in the UK food and drink sector, as well as identify viable alternatives to single-use packaging. The fund aimed to support consumer facing reuse trials in the UK in both ‘return from home’ and ‘return on the go’ models.

Launching the fund Launched in May 2022, the fund was open to a range of organisation types, looking to introduce innovative reuse schemes for takeaway cups, bottled drinks, on-the-go/ takeaway food and drink, and grocery packaging. Applications needed to demonstrate meeting at least one of the following criteria:

Convening a grant panel The Grant Panel consisted of independent experts on the circular economy, sustainable packaging, behaviour change and the grocery sector, as well as senior representatives from Starbucks. They reviewed the shortlisted applications and identified the six strongest, most interesting and innovative projects. The Bring It Back Fund received such a strong range of quality applications that it was boosted to £1.4 million.

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Dr Garrath Wilson, Senior Lecturer in Experience Design, Loughborough University

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Dr Rorie Beswick-Parsons, PostDoctoral Research Associate, University of Sheffield

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Garance Boullenger, Projects Manager, Plastics Pact Network, New Plastics Economy, Ellen MacArthur Foundation

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Increase user uptake - Making reuse systems seamless and convenient.

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Incentivise returns - Motivate users to return their packaging and adopt long-term habits.

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Collaborative systems - Increase support and infrastructure for reuse systems to scale impact.

Gemma Lacey, Director, Sustainability & Communications, Southern Co-op

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Jacqui Wetherly, Director of Sustainability and Social Impact Starbucks UK

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Adam Turner, Director Sustainability and Social Impact, Starbucks EMEA

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Chair - Alex Robinson, CEO, Hubbub

Identifying innovation The fund received 37 varied, high-quality applications for the funding of up to £300,000 per project. The winning projects were selected by a grant panel in July 2022.

Getting going In October 2022 the six successful applicants came together for an event in London to share their ambitions and discuss potential challenges, before they started their projects. Their projects ran for 12 months and reported regularly to Hubbub to monitor their progress, as well as seek support with challenges. 16

THE BRING IT BACK FUND

Project case studies

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Project basics •

Deposit: None

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Return: £4 charge if not returned after 14 days

Return: To partner businesses, in return trays with unique QR codes

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Reward: Business designated incentives

Washing: At return location in commercial dishwasher

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Tech: App needed for use and return, QR code scanning

How it worked

Keep Scotland Beautiful Highland Cup Movement App-based reusable cup scheme across the rural Scottish Highlands About the project Where: Partner organisations: Participating businesses: Types of packaging:

1. Customers download the Vytal app*,

4. If a customer doesn’t return the cup

2. Customer returns the cup to any

*Internet connection was required to download the app but was not needed to check out a cup.

and at point of purchase use the app to scan a QR code on the lid to ‘check out’ a cup. No deposit charged. participating venue by dropping it into a return tray and scanning a QR code at the return point and on the cup lid.

after 14 days, they are charged £4 for the cup.

3. Cups and lids are washed by participating business.

Difference made

Scottish Highlands, North Coast 500 route Vytal 22 Hot drinks cups

What did they hope to achieve? Pilot a reusable cup scheme targeting tourists and locals, along the route of the North Coast 500, testing how existing networks can introduce reuse efficiently across a large geographical area and scale reuse beyond urban areas. 18

1,051 cups checked out by customers April - October 2023. Achieved an average 92% return rate average across the system. 60% of the businesses surveyed noted an increase in takeaway drink sales in reusable cups, including reporting that some staff stopped using single-use cups during shifts. 31% of people surveyed had heard of or seen promotion for the scheme and 5% had used the scheme (survey of 400 people).

THE BRING IT BACK FUND

Key learnings

THE BRING IT BACK FUND

Reuse in rural communities •

Apps and mobile technology •

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Using an app-based model made it possible to remove the cost barrier, while still incentivising returns. The system was free to use, but customers were charged £4 if not returned after 14 days. This led to a strong average return rate of 92%. Feedback showed once people had downloaded the app, it was easy and convenient to use.

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Tech enabled strong data collection. Scanning’ cups in and out of the system allowed tracking of when and where cups were being used. This gave good insights into the scheme’s effectiveness, allowing for targeted marketing to improve performance. It also removed the burden of data collection for businesses.

Downloading apps added friction. Anecdotally, businesses reported that downloading the app was one of the biggest barriers for customers taking part, especially where internet signal was poor. Of 400 people surveyed, downloading an app rated as the second biggest barrier for residents and third biggest for visitors. Of the people surveyed that had downloaded the app, half had not completed input of payment details. Concerns around apps and data security was one of the key themes from open answers surveys.

74% of cups were returned to the same businesses they were borrowed from. The project tested reuse in a rural area, connecting businesses across an 830km route. Only four businesses needed additional cups over the pilot. Cups did however still move around the route - including one that was returned to where the Vytal system operates in Germany!

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Cups were used equally by locals and visitors. Although the project initially set out to target tourists, survey results showed near equal awareness and app downloads by both tourists and locals, suggesting reuse can work well for rural areas whether they have high tourist visitor numbers or not.

Communication and awareness •

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The highest uptake and return rates were in businesses with passionate staff and/or businesses owners. Here they could communicate the scheme proactively to customers. However, there were issues across businesses with staff turnover during the tourist season and time required for training.

However, in customer surveys the most recognised promotion of the schemes was seeing cups in cafes, or on the NC500 website.

I am more likely to buy a takeaway coffee now as I don’t feel so guilty about the reusable cups. ...I used to reuse cups loads before covid but have felt like cafes won’t be comfortable with it since so it’s a great step towards making using reusable cups normal again.

Messaging in cafés was important. Keep Scotland Beautiful produced leaflets with FAQs, that were positioned prominently in the queue and counter area of cafes. Where the leaflets were used, businesses saw a subsequent increase in uptake of the scheme.

What’s next

Customer comment from Highland resident in September survey

Keep Scotland Beautiful will facilitate the transition of participating businesses, who wish to continue using Vytal reusable cups, to work directly with cup operator Vytal. Keep Scotland Beautiful will use the data from this trial to inform and deliver new opportunities for reusable cup interventions, and engage with the Scottish Government, Zero Waste Scotland, and other stakeholders to promote the uptake and use of reusable cups while reducing use of single-use cups.

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Project basics •

Deposit: None

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Return: Collected from doorstep

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Reward: None, £10 voucher for reward tested

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Tech: Needed Uber Eats app to order, and had to scan QR and code to organise a return collection via a webpage

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Washing: Washing facility run by Again

How it worked 1. Customer orders their takeaway via the 5. Packaging returned to Again to be Uber Eats app, by selecting the menu option with ‘returnable packaging’ in the title.

washed and then re-distributed to partner restaurants.

2. Restaurants package up the takeaway

into reusable containers, and place in a branded tote bag, printed with a QR code and instructions on how to return. Takeaway is delivered by Uber Eats drivers.

Again

3. Once finished, customers scan the QR

Testing doorstep collection of reusable takeaway food packaging

code on the tote bag or packaging, accessing the web page which allows them to book a doorstep collection.

4. Customer places packaging back in the bag, and leaves on their doorstep to be collected.

About the project Where: London Partner organisations: Uber Eats Participating businesses: 7 restaurants Types of packaging: Takeaway food boxes

What did they hope to achieve? To test how from-home collection of reusable packaging, without deposit, can increase convenience, and therefore uptake, to offer a model for free reusable packaging for delivered takeaway food. 22 22

Difference made 1500+ orders of food in reusable packaging via the Uber Eats App 223 repeat users of returnable packaging Businesses reported higher awareness and interest from customers on their sustainability initiatives

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Key learnings

Food delivery systems Over 1500 of our customers tried out reusable packaging and we were able to derive key learnings - such as the need for a high density of collections in one area in order to improve return rates and make reusables in the takeaway industry scalable.

Increasing uptake Removing deposits led to a high uptake in reuse. Again’s project had comparatively higher uptake levels to the other trials that Uber Eats had tested with either a deposit or charge for no return. Being able to integrate into the Uber Eats app allowed the scheme to reach more people, in an app they are familiar using.

Dhananjay Dixit, Sustainability Lead, Uber Eats UK & Ireland

Return from home •

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a charge for no return system would be a good incentive to reduce loss of packaging and increase return rates.

Despite the perception that from home collection offers convenience, it was a challenge to get customers to return. The average return rate across this project was 10%.

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Reusable packaging needs distinguishing from single-use. Surveys found some customers ordered without knowing the packaging was returnable, because the packaging looked similar to single-use, and the ordering process was very similar. It was therefore crucial that customers saw the messaging to understand the difference. To address low return rates Again increased the amount of printed messaging that came with packaging, which helped increase returns marginally. When adding messaging that led with the environmental message return rates increased by 5%. Rewards helped incentivise returns. The most successful incentive to return was offering a £10 voucher for booking a return collection, which increased the return rate by 10%. Again suggested that for future reuse takeaway trials,

Unfamiliar tech and processes added barriers to returns. Customer surveys found that some people wanted the return process to be via the Uber Eats app or collected with their next order. This suggested that for some the unfamiliar process, including scanning a QR code can add barriers to returns. Integrating into apps people are comfortable using, and being able to send notifications via these platforms could help improve return rates.

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Working with delivery platforms increased reach of customers, but required longer lead times to integrate into apps. Aligning a small trial to a well-established tech platform came with challenges; due to development lead times and that changes could not be made for small geographic areas, Again weren’t able to make as many changes as they wanted to the ordering process within the app.

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Variety of shapes and sizes of singleuse takeaway food packaging present challenges. One of the challenges in getting businesses to take part was that they felt there weren’t enough packaging options to cover their full menu, despite Again sourcing a wide range of packaging types. Different food types require different designs and materials e.g. leakproof for sauces or ventilation to keep food crispy.

What’s next Due to the low return rates, and the high costs for collection and redistribution, logistics the project will not be continuing and ended after the pilot period. Again are focusing on building collection, sorting and cleaning infrastructure for glass bottles in the pub chain industry where existing glass bottles can be used and a closed loop system can be put in place.

I think that this project really opened our eyes into being more involved with environmental factors of the catering business.

Beyond the learnings from this report, Again have also fed into academic research by the University of Strathclyde.

Ali, Capital Kebab, participating restaurant 25

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Project basics •

Deposit: Yes, £1 for cups, 50p per item of food packaging

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Return: In café/takeaway or with delivery driver

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Reward: On return, earning points and entry into prize draw

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Washing: By partner business at return location

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Tech: Optional, scannable QR code that links to WhatsApp or Facebook Messenger

How it worked

Green Street Borrow* Bradford City-wide reusable packaging scheme for hot drinks and takeaways

Cups

Food packaging

1. Customer pays a £1 deposit to use

1. Customer pays a 50p deposit per

a Borrow* cup for their drink. They receive a discount on their purchase

reusable box when ordering in-store or over the phone at MyLahore, and receive 5% off their total eligible order for using Borrow*

2. Customers scans the QR code on the cup to reveal how it works, locations where they can return, and access to the rewards platform.

3. Customer returns at the till point –

2. Boxes can be returned instore or with My Lahore delivery driver on the next order – and the deposit is refunded.

either swapping for a new cup or receiving back their £1 deposit. Option to scan a return point QR code in the cafe and register the return to earn points and be entered into a prize draw.

3. Customers can scan the QR code on

the box and either at the till or on the driver’s lanyard to earn rewards on the Maybe platform for their return

About the project Where: Bradford, West Yorkshire Partner organisations: Maybe* Tech, MyLahore Participating businesses: 20 Types of packaging: Hot drinks cup and takeaway food boxes

What did they hope to achieve? To create a scalable, borrow-and-return system for hot drinks cups and food packaging that will expand across cafes and takeaway restaurants in Bradford, supported by a digital rewards platform that works without an app. 26

Difference made 2,500+ cups and food boxes borrowed. Top performing Café Liza achieved a return rate of 91% and is now serving 70% of hot drinks in reusables cups. DEFRA featured the Borrow* scheme in use at MyLahore as a video case study of how businesses can reduce single-use packaging in October 2023

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Key learnings

Takeaway food •

Messaging and awareness •

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Communicating the environmental benefit was just as important as the cost saving. Initially messaging led with cost savings, based on insights that the audience would be most motivated by cost. Green Street however switched to include more environmental messaging, to give the scheme the ‘feel good factor’.

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Awareness was boosted by events, digital and media messaging. Green Street identified low public awareness in Bradford of the impacts of singleuse packaging. As well as in-café posters and signs, Green Street raised awareness of the system through local social media influencers and features on local radio. They also demonstrated the system at community events such as the Open Iftar and student events.

I love using Borrow* as I know I’m doing my small bit for the planet. More people should give it a go.

Borrow* user customer survey

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Working with delivery platforms could have increased uptake. Most takeaway orders are fulfilled by delivery platforms, rather than MyLahore’s delivery drivers. As Borrow* was unable to work on these platforms it limited the number of customers that could try reusables, meaning the scheme had low uptake.

It can be easy to allow these issues to go on the back burner but having [Green Street’s] support every step of the way and that level of support and commitment has really made me reevaluate our sustainability approach for the entire business.

Arif, Smorgasbord, participating business

What’s next Borrow* will continue within the Bradford district, expanding to new cafes that are requesting to join the scheme. Green Street are also in early conversations to take the Borrow* model to new cities in the UK.

Working with independent businesses •

Digital rewards motivated some people to return, but more people returned without claiming the reward. Around 40% of the returned cups were logged through the digital rewards platform, suggesting rewards appeal to some customers, while the remaining 60% were willing to use the system without a reward.

It was challenging to source reusable food packaging to replace all singleuse packaging. MyLahore has a diverse menu, some food that needs ventilation to keep food crispy, and some that needs to fully seal to avoid leaks. Sourcing suitable and affordable packing was a challenge, and therefore the full menu could not be served in reusables.

MyLahore will continue their reusable packaging offer in Bradford and incorporate it into their events and their catering operation.

The best performing locations had staff that promoted Borrow* and targeted regular customers. Café Liza was the best performing location due to staff being advocates for the scheme and converting regular customers.

Green Street will work with the University of Sheffield to share their research on consumer engagement with reusable packaging.

Independent businesses face challenges, so reuse can be a low priority. Sadly a few key partner businesses closed during the project, including Green Street’s lead café Bread + Roses and the second lead café The Canteen. This typified the tough economic environment for hospitality businesses in 2023. 28

THE BRING IT BACK FUND

Project basics •

Deposit: No deposit

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Reward: Discounts and loyalty points

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Tech: None

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Return: Collection bins and trays, inbusiness and on-street

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Washing: At return location

How it worked Each of the 5 locations had slightly different methods but largely all followed this process:

1. Customer orders food or drink in

a reusable container, and in some locations received a discount or extra loyalty stamp.

PECT

2. Packaging is then returned to

participating businesses or to collection bin located in businesses or within the trial area.

3. Collection points are manged by

participating businesses, who collect and wash the returned packaging.

Difference made

Researching behaviours around reusable packaging schemes with communities

4000+ single-use packaging items avoided. Achieved return rates between 43-99% across different locations. 35% increase in the awareness of the importance of reuse schemes in the communities where reuse was trialled.

About the project Where: Peterborough Partner organisations: RECOUP Participating businesses: 10 Types of packaging: Hot drinks cups, takeaway food boxes and reusable plates

What did they hope to achieve? Co-create tailored reuse campaigns and pilot projects with five different communities in Peterborough, testing different behaviour change initiatives and messaging in a range of locations. 30

THE BRING IT BACK FUND

Returns to collection points •

Key learnings Closed and open-loop spaces •

Closed-loop environments had mixed success in return rates. PECT had two closed-loop reuse systems, in a school and an office building. In both reusable packaging was the default option. At the school, despite some packaging going into general waste, the return rate was high (87%). However, in the office environment return rates of the food containers was much lower (42%). Here people took food away to eat at their desks, and the food containers with lids were suspected to be more desirable for people to keep instead of returning them.

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High return rates were achieved without deposits in ‘open-loop’ settings. In the ‘open-loop’ environments, reusable packaging could be requested by the customer but was not offered as default. Uptake of reuse in these locations was lower than closed-loop settings, but return rates in these open spaces without deposits were still high.

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Strong buy-in from staff, and good training were important in both open and closed-loop sites for both increasing uptake and returns. Being offered a reusable cup by staff was the second most popular reason people took part in the reuse scheme (in PECT’s customer survey.)

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Cost saving messaging was less noticed by customers. Customer surveys identified that reward-based messaging ‘blended in’ with existing messages about personal reuse.

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Unmanned return points work best when they are near waste bins and have clear messaging. PECT tested five different types of bins, including U-bins, cup tube bins and collection crates. Generally, all bin designs experienced some contamination with general waste. Single-use coffee cups were especially found in the tube bins. When positioned next to general waste bins contamination was reduced.

Those working for Oundle school, thought it was handy... they could buy one from us and then walk to work at the sports centre and drop it off at the sports cafe Beans branch

Amy from Beans Highstreet, Oundle

Customers liked being able to return cups to collection points beyond where they purchased their drink. In the Oundle town scheme, some cafes received many more cups returned than they gave out – showing that customers used multiple locations for returns. Customer surveys found people liked the convenience of multiple return locations.

Messaging •

Leading with the environmental message was the most successful for encouraging people to use reusables. PECT tested three different leading messages: saving money, environmental impact and convenience to return. Customer surveys found the most popular (57%) reason people were encouraged to use the reusable cup scheme was for “environmental and sustainable” reasons, and uptake increased when the environmental messaging was used.

What’s next PECT produced a toolkit with learnings from other organisations to set up reuse schemes. The pilot projects in the Nene Country Park, Oundle market town and the Community café will all continue with their reuse schemes and take over ownership as a community. New packaging sizes have been added at these locations, alongside taking additional packaging from the other locations.

THE BRING IT BACK FUND

Project basics •

Deposit: No deposit

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Return: Collection bins

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Reward: None

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Washing: In house washing facility

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Tech: None

How it worked 1. Customer orders from food vendor,

4. Vendors collect the packaging from the

2. Almost all food is consumed within

*junee were the original lead applicant for this project, but unfortunately ceased trading in March 2023. Therefore, Mercarto Metropolitano took on the project and brought the reuse operations in-house, including creating a new washing facility.

which is served on a reusable plate or bowl.

washing room every morning before opening, ready to be used again.

the market, so when customers are finished, they put their bowl/ plate in one of 25 labelled return bins.

3. Dedicated Mercato staff take the return

Mercato Metropolitano Making reuse the default in a street food market

Difference made Over 194,000+ items of single-use packaging items avoided between April - October 2023. 90% of food vendors in Elephant and Castle are serving dishes using reusable plates and bowls.

About the project Where: Participating businesses: Types of packaging:

packaging to be washed on-site.

Elephant and Castle, London 28 vendors Reusable plates and bowls

What did they hope to achieve?

Average return rate of 71% (based upon stock checks). Expanded the reusable containers to Elephant Park market with all seven traders using reusables. Switching to reusables has saved vendors over £50,000 in packaging costs.

Eliminate single-use food packaging at the Elephant and Castle market by making reuse convenient and the default option for customers, and price comparative for traders. The project aimed to provide an example for other markets to follow. 34

BRING IT BACK THE BRING FUND -ITTHE BACK DIFFERENCE FUND MADE

THE BRING IT BACK FUND

Food markets Building trust with traders took time. Initially there was low uptake from vendors in using the reusable plates and bowls. The benefits that were most important to convince the vendors where:

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Saving money: In the vendor survey, cost saving was mentioned in nearly all the open answer questions on benefits of the reusable plates and bowls at Mercato. Bringing washing in-house helped reusable packaging costs become competitive with single-use by removing transport costs.

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Trust in the system: when the washing was brought in house vendors had more trust that packaging wouldn’t run out. They could see exactly where the packaging was and understand the behind-the-scenes operations.

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Storage: Space is a premium in the food market, and despite conception that reusable packaging takes up more space, it freed up storage for vendors compared to single-use.

What’s next Key learnings

Mercato Metropolitano want to adopt this model to all future market sites and continue to lead the way as a sustainable food market.

Returns •

Plates were more likely to be returned than bowls. 72% of plates were returned compared to 53% of bowls. Initially bowls had lids, which allowed them to be more easily taken off site. The bowls were also a more durable material and may have appeared more desirable for customers to keep.

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Having lots of visible drop-off points for packaging helped customers return. A collection point with clear messaging was placed by every bin in the food market to try to prevent reusables being disposed of. Signs, banners and table stickers were placed throughout the venue to re-enforce the reuse and return message and used a distinct branding and colour that stood out.

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On-site maintenance teams were essential for success. When junee launched the loss rate of packaging was much lower than expected for a high footfall environment where no deposit was charged on the packaging. The waste on-site is handled by the facilities team, and their involvement in the project early on was key to the low loss rates as they helped clear tables and prevent reusable packaging going into general waste.

Vendors plan to use the saving on switching from single-use packaging to invest in more styles and types of reusable packaging – enabling further reductions in waste.

THE BRING IT BACK FUND

How it worked 1. User research with 23 businesses who

operate reuse systems across a range of packaging types, including customer and businesses facing systems.

3. Tools were created from the data analysis and data from Reath customer’s reuse projects.

2. Data analysis from the interviews was

used to identify different data points to help create the tools.

Difference made Created two data tools to help organisations make the business case for reuse:

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Carbon Comparison Tool: to compare the carbon impacts of reusable packaging to single-use, and where the ‘tipping point’ is in the system.

Reath

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Cycle Insight Tool: to show an estimate of how long it takes packaging to cycle through different systems, to forecast metrics like return and loss rate. This can be used to assess the commercial and operational health of a reuse system.

Technology allowing detailed data modelling of reusable packaging

One company that used the data modelling tool, estimated they could save £500,000 if their packaging was used eight times in a year. Supported businesses to avoid 522,772 pieces of single-use packaging.

About the project Where: Partner organisations: Participating businesses: Types of packaging:

Based in Edinburgh, projects live across the UK Dr Katherine Ellsworth-Krebs, University of Lancaster 10 54 types used by Reath’s partner businesses

What did they hope to achieve? To give reuse schemes the predictive and analytical capabilities they need to scale, by building Reath’s ‘Tools for Reuse at Scale’. This includes environmental and business case comparison tools. 38

THE BRING IT BACK FUND

Key learnings Importance of data

Return rates

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Data modelling is needed by businesses to set realistic goals. Many businesses set targets for reuse that are initially unrealistic and therefore become disheartened, which can lead to pilots being abandoned. the tools Reath created offer realistic predictions to allow businesses to make choices about packaging that make sense for their customers.

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It can be challenging for businesses to know how to collect and calculate what they need to create a business case. Different businesses prioritise different reuse metrics, from understanding reuse by packaging type, product or even by the customers they serve. One large business noted wanting to start a reuse trial, but not knowing where to start or what ROI to expect, highlighting the need for more awareness and support to help businesses implement reuse schemes.

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Understanding carbon and environmental data on reusable packaging is complicated and expensive for businesses to calculate. For many it’s unclear when reuse is better than single-use. Being able to have a tool that links environmental impact with reuse rate can help businesses make decisions on what type of packaging to use.

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Carbon calculations are very complex with several variables. Which information was included significantly affected the outcome; therefore it was important for them to clearly define which data was included and why to ensure usable analysis.

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Business to business reuse systems had the highest return rate. Reath found closed-loop, business to business reuse models had high return rates due to the businesses having more control over their reverse logistics. This enabled these businesses to set up routine collections, often using vehicles already making deliveries. Customer facing systems had the highest loss rates, including a business campus with over 90% of packaging not returned by customers.

What’s next The tools created with Bring it Back Fund funding will be integrated into Reath’s interface, allowing clients to view the health of their reuse systems.

When we started the project, we knew we needed to get 3.5 uses out of a container for it to be carbon & cost neutral against the bags and boxes we were replacing; until we had these tools, we had no idea how close we were to achieving this, and now that we see that we’ve hit it, we can calculate the costs we’ve saved!

Reath are looking at how these tools might be useful for businesses to report on Extended Producer responsibility. Reath has created a free case study on the data collected and how it can be used to understand the benefits of reuse and the benefits on collecting reuse data. A follow up to this funding will be to understand how Reath’s customers are using environmental impact data for their customers and if it has an impact on reuse rate.

Reath customer 40

Interested to know more? For further information on the Bring it Back Fund projects, or on Hubbub’s work more generally get in touch with kirsty@hubbub.org.uk or hello@ hubbub.org.uk.

Polling references 1 - Hubbub’s lunch on-the-go polling conducted through Censuswide in February – March 2019 with 1,254 UK adult full and part time workers. 2 - Hubbub’s reusable packaging polling conducted through Censuswide in April 2022 with a UK-representative sample of 3,000 people. 3 - Hubbub’s environmental attitudes and awareness polling conducted through Censuswide in April 2023 with a UK representative sample of 3,000 people.

Notes on project data The projects described in this report cover a range of different scales, locations and system designs. All efforts were made to ensure that data collected for single-use packaging avoided, users of reuse schemes and businesses involved all used the same definitions to collect data across projects for consistency. The methodologies for collecting the data varied between projects, as some were able to track packaging use using technology, while others had to use stock counts and data from participating businesses. For any questions on the data in this report please get in touch with kirsty@hubbub.org.uk or bringitbackfund@hubbub.org.uk