Reuse has become a popular solution for reducing waste and lowering carbon footprints, but a common question remains:
Do reusable food and beverage containers actually get returned, and therefore actually reused? 🤔
Muuse has been figuring this out since 2018, and along the way, we’ve learned what makes return systems effective. Looking at the data and adjusting our policies has allowed us to create systems that work well for both users and businesses. Here, we’ll share some of what we’ve learned about food and beverage container return patterns, how policies can encourage returns, and why a longer return window actually makes things work better.
Ways to incentivise Return
To make reuse systems successful, it’s very important to ensure customers return their containers.
Broadly speaking there are 4 main ways to manage returns.
Good communication and easy returns This method works well in events or contained spaces with less costly reusable containers, such as reusable FestiCups or plates. For example, at the Evergreen Farmers Market in Toronto, we rely on people returning items to the designated bins. While return rates vary by location, they typically exceed 95%. However, this approach is less effective for citywide reuse programs.
Deposits Deposits can be an effective way to encourage the return of low-value reusable items. For instance, consumers pay a small deposit of $1–2 at the point of purchase, which is refunded when the item is returned. This model fits well into existing vendor operations of buying items to sell to customers so can be relatively easy to adopt However, the main challenge lies in facilitating the return process. While deposit return machines (e.g., those used in Europe and championed by TOMRA for PET bottles) have proven successful, they require robust infrastructure. The REUSEABLE project in Aarhus has shown promising results with this model. However, for higher-cost reusable items (e.g., those exceeding $1–2), the deposit can act as a barrier to consumer adoption.
Incentives for returns In this model, consumers receive rewards for returning reusable containers. This approach is often seen at events where gamification encourages participation. While this model works well for high-volume, high-visibility events that justify the expense, the commercial viability of incentives can be a challenge, particularly for citywide programs.
Non-return fees Unlike deposits, which some consumers perceive as a barrier, non-return fees offer a different approach. Here, consumers only pay a fee if they fail to return the item, eliminating the need for upfront payments. This model is familiar to consumers, as it mirrors the "library model" or systems used for bike and scooter sharing. To further reduce anxiety, we’ve extended the return window to 30 days, giving consumers ample time to return their items.This approach accommodates a wider range of packaging, including stainless steel and higher-cost items, as it ensures greater accountability, reduces the risk of loss, and achieves higher return rates. The challenge lies in implementing the systems needed to track this accountability, which is why, at Muuse, we are working to integrate more deeply into existing food service infrastructure.
Our approach at Muuse
At Muuse, we’ve found that certain policies, like non-return fees fees, work particularly well for several reasons:
Ease for businesses: Cafes and restaurants don’t have to track deposits or handle transaction fees for returning them.
Encouraging accountability: When customers are onboarded with Muuse, their payment method is used as a guarantee for container returns. If containers are returned late, users are charged a late fee. This system encourages timely returns and reinforces responsibility.
This approach not only helps make the system more user-friendly but also aligns with the goal of making sustainability easy and accessible for everyone.
Do reusables come back quickly enough?
When we first launched our trackable service, we set a requirement of returning within 7 days, to ensure that stock could be circulated quickly enough between users and vendors. We quickly realised though, that this timeline invoked anxiety in our customers and prevented them from using the service in the first place. This was especially true for food delivery customers, who faced challenges returning items quickly. Frustration grew, and led to some people avoiding the system altogether.
To remove this barrier, we’ve since extended the return window to 30 days, so that customers have a greater amount of time to return. Initially, we were worried about whether this would impact on stock circulation and return rates, but, despite this, we still see that the majority of items are returned within a week. We see that customers still want to return quickly but like not having the pressure of a short time window. Here’s data from our platform for last year to indicate our results.
Return patterns: What the data tells us
Looking at data from our platform, we found that:
50% of containers are returned the same day.
Over 90% are returned within a week.
98% are returned within 21 days.
These numbers show that with the right systems in place, most containers get frequently returned and the return rates are really high!
It’s fair to say that reuse and return is still in its infancy globally with brands and reuse companies testing out different methods in different contexts. We don’t have the perfect system yet. At Muuse, we continue to test and learn, building on what our Muusers tell to help us build the green cities of the future.
Contact us to learn how you can reduce your waste and join the cities of the future!
Comments