Refill in Cafés: from pilot projects to global strategies

Disposable is no longer sustainable 

The foodservice industry is undergoing a significant transformation. Environmental awareness is growing, regulatory frameworks are tightening, and consumers are becoming more conscious. It’s time to rethink habits with both responsibility and innovation. 

One of the most pressing challenges lies in disposable packaging: cups, lids, stirrers, and other single-use accessories account for a substantial share of daily waste generated by cafés and coffee shops. Rethinking them isn’t just a duty—it’s an opportunity to raise the quality bar and build a more mindful, sustainable future. 

Three models, one direction: reuse 

There are three main approaches, all pointing in the same direction—reuse. Coffee shops are actively testing new models to reduce packaging impact and promote more responsible consumption. 

The first approach is simple and immediate: customers bring their own cup and receive a small discount. The BYOC (Bring Your Own Cup) model is now well known, but it places the full responsibility on the consumer. It doesn’t change the service logic, and hygiene concerns remain, along with limited real impact. 

The second approach involves a borrowing system: the customer takes a reusable cup, pays a deposit (physical or digital), and returns it to a participating location. This model is more complex to implement, but far more effective in terms of traceability and standardization. Many systems are app-based, using QR codes to streamline logistics and encourage returns. 

The third model marks a clear shift: making reuse the default, not the exception. In this case, there’s no “choice” between single-use and reusable—if you’re drinking on site, you automatically receive a washable cup. Countries like France and South Korea are already adopting this approach on a systemic level, with measurable results. 

Petaluma: California's pilot city 

In the U.S., where single-use is still the norm and reuse adoption is limited, promising pilot projects are emerging. One of the most notable is in Petaluma, California, where, in 2024, the NextGen Consortium, an alliance of major foodservice brands like Starbucks, McDonald’s, and Coca-Cola, launched an ambitious pilot in collaboration with Closed Loop Partners, an investment firm specializing in the circular economy. 

The project aimed to completely replace single-use cups in 30 local cafés with a digitalized cup-borrowing system. Over just 12 weeks, the program saw over 220,000 reusable cups returned and reached a return rate above 51%, surpassing the environmental break-even point—the point at which reuse becomes more sustainable than disposables. The project proved that with well-designed logistics and committed partners, consumers respond positively. 

Other U.S. cities are following suit, using public funds or private partnerships to build reuse infrastructure. These “pilot cities” are now some of the most effective testing grounds for scalable solutions. 

Europe: return rates above 75% 

While reuse is still emerging in the U.S., Europe is moving decisively forward, with a growing number of initiatives and increasing collaboration. 

In 2024, Zero Waste Europe, a non-profit network that promotes policies and practical solutions to reduce waste, published the first European Reuse Barometer, analyzing 90 active reuse solutions across foodservice, delivery, and e-commerce. The findings were clear: 78% of these systems achieved return rates above 75%. 

That 75% threshold is considered the critical point for sustainability. Below it, logistical and environmental costs outweigh the benefits. Above it, reuse becomes an economically and environmentally sound solution. 

In France, reuse is already the law. As of 2023, under the AGEC law, all fast-food chains are required to serve on-site meals and drinks in reusable containers. McDonald’s responded with durable, stackable cups, a clear sign of adaptation. But the transition also introduced new challenges: theft, washing costs, and logistics. Change requires structure, but it opens up long-term opportunities. 

Germany has taken a similarly clear stance: every takeaway drink must also be available in a reusable container. Brands like Costa Coffee and Pret A Manger have adopted deposit-based solutions, combining in-store visibility with practical approaches that guide customers step by step. More than an obligation, it’s becoming a chance to reinvent the customer experience. 

Taiwan and the regulatory effect 

In Asia, Taiwan is leading the way. Since July 2022, the government has banned single-use plastic beverage cups in drink shops and fast-food chains. According to data from the Ministry of Environment, updated in 2024, the country saw a 17% reduction in disposable cup usage, replacing around 790 million cups. Moreover, 198,000 reusable cups were distributed to build a nationwide borrow-a-cup system. 

The strength of Taiwan’s model lies in its combination of regulation, logistical infrastructure, and public education. It’s now inspiring other Asian countries. In Singapore, for instance, a digital deposit system supported by QR codes and centralized washing centers is being piloted. 

Where is the break-even point? 

For a reuse system to work, a minimum cup return rate of around 70–75% must be achieved. Below that, the costs of production, collection, and sanitation outweigh the environmental benefits. Above that line, the system becomes truly sustainable. 

The environmental break-even for a rigid plastic cup is typically reached between 10 and 20 uses, depending on the material and cleaning method. That’s why cup design is crucial: stackable, durable, easy to wash, and easy to recognize. The most advanced systems are already integrating industrial laundries, low-emission logistics, and real-time monitoring dashboards to track return rates, loss, and rotation. 

The future is refill 

Refill in cafés is no longer a niche trend: it’s becoming a structural transformation, backed by concrete data, international case studies, and regulatory pressure. The models are evolving quickly, and the enabling technologies are already available. 

For foodservice professionals, the time is now: start testing, measure your impact, engage your customers, and build reuse systems that really work.