Case Study: Bellingen
To celebrate the success of our incredible pioneering cafes – who took the risk and made it work – we hired Norton Research Consulting to interview our participating businesses. Here’s a snippet of the report; as cafe owners and baristas share some of their Mug Library experience…
Economic benefits
The most obvious economic benefit for our participating cafes was the reduction in disposable costs. One business reported saving $2,800 per year. Business owners also highlighted unexpected operational advantages, such as reduced storage requirements, as they no longer need to stock bulky boxes of disposable cups and lids.
Customer responses
Overall, our participating businesses reported predominantly positive customer responses. They recognised that behaviour change is a process, with occasional resistance being part of the transition.
Some customers didn’t like it, but actually, I’ve gained customers who do like it, so I definitely haven’t lost any money. And if you factor what I save from not buying disposable cups I’m definitely financially better off.
Business owner
We certainly didn’t lose customers. Over the entire time, we’ve lost very few customers and probably gained quite a few.
Business owner
Business owners and front-of-house staff observed that customers value the sense of community participation. Supporting the Mug Library creates a ‘feel good’ experience that strengthens the business-customer relationship.
I started getting people that we’ve never seen before who would say, we really love what you do, and really proudly coming in with their keep cup. Even people who have never come here before and didn’t know… And you say, we don’t use disposable cups, here are the options. And they go; wow, what an excellent idea, I wish more cafes would do that.
Business owner
…and it’s good for repeat customers. So, you’ll get people coming on a Saturday morning, and they’re staying the weekend. They’ll come back the next morning and say that was a lovely coffee yesterday. We like the fact that we can just bring the mug back.
Business owner
Building customer loyalty
The Mug Library creates a unique form of customer connection that moves beyond transactional relationships. Our participating businesses and their staff observed a meaningful shift in customer engagement and loyalty patterns. One business owner commented that the Mug Library encouraged repeat customers.
Multiple participants observed that the Mug Library has attracted a dedicated customer base.
I think there are heaps of people around town who will only use it [the mug library], and they always come because we have it.
Front of house staff member
“…it’s for everyone. It’s not just for the conscious people. Everyone should have the option to have a more sustainable coffee.”
– Business owner
The Mug Library is more than just a waste reduction program – it serves as a symbol of community action towards changing single-use culture. Participating businesses have become recognised as vehicles for positive change, strengthening their position in the community.
…everyone says it’s really hard to change people in their routines, but you walk into [our business] and everyone’s got their keep cups.
Front of house staff member
From risk to reward
While a number of business owners initially felt like transitioning away from disposables was a risk, many said that the rewards exceeded their expectations.
I had my doubts, because obviously, takeaway coffee is a big thing. But it was just after COVID, actually… during COVID, if you didn’t have a mask, you couldn’t go anywhere. And so, it proved that people could actually change their habits, and that was actually the turning point for me.
Business owner
…it’s only while you transition that it’s a challenge, and then you get used to it. And you realise that it’s really good, and it becomes normal, and it’s easy again.
Business owner
Most business owners said that implementing the Mug Library was easier than they anticipated.
Front-of-house staff reiterated that the transition was easier than expected. They also described how the mug library enriched their interactions with customers, and encouraged existing reuse behaviours.
It was actually an easier transition than I thought. Most people have their own keep cup. Usually, it’s rolling around the bottom of the car. And they go, oh yeah, yeah. I do have it. I just didn’t walk in here with it.
Front of house staff member
…when they are really positive about it, it’s really nice. It starts a conversation as well, which is sweet. It’s not just like, oh, this is my order. This is it. It can expand a conversation into other things, or it allows them to think of buying a keep cup and having their own.
Front of house staff member