Our research suggests that cafes who use a self branded cup (the majority of city vendors) pay, as a business cost, between 30 – 50 cents per cup. This means that the larger sized city centre cafés spend approximately $30,000 per annum on paper cups (Australian figures). Multinational chains, although paying less for their products have a large outflow of net costs when considering the number of consumers they service.

The introduction of a practical, re-usable cup means a significant cost saving for the price sensitive coffee vendor. The cafes in our initial research showed great enthusiasm for this product concept and provided valuable input into its functionality. All participants were willing to provide discounted coffees to certain degrees depending on corporate branding programs. Cafe’s also benefit from a solution that fits into all current processes café’s and baristas use.