When we talk about sustainability in the foodservice industry, reusable systems are noted as one of the core players' in waste solutions. But while the environmental benefits are clear, the real challenge lies in changing human behaviour, and that starts with the customer experience.
People want to do the right thing. Most consumers understand the environmental toll of single-use packaging and are open to more sustainable choices. But good intentions alone aren’t enough. We’ve seen time and again the challenges that lie in reusability, particularly when it comes to our desire for convenience.
If we want reusables to become mainstream, we have to ensure that the system is seamless. Convenience shouldn’t be the enemy of sustainability - it should be its ally. At Huskee, we recognised this challenge and set out to remove the friction points that keep reusables from becoming the default.
That’s where Borrow by Huskee fills this consumer behaviour gap. Our reusable cup system is designed to eliminate the “I forgot my cup” problem by making borrowing a simple part of buying a cup of coffee or beverage.
Customers can easily borrow a cup from participating cafés and, once the drink has been consumed, the cup can be returned within 14 days to a cafe or a revolutionary SmartBin before being collected, washed and returned to cafes to be reused.
What does this aim to achieve? A low friction, circular solution that supports both customer habits and business needs. One that builds an ecosystem for reusability. Championing convenience, accessibility, and trust. And we believe the best way to shift behaviours is to make the sustainable choice the easiest one to make.
But we can’t do it alone. Businesses, councils, and communities all have a role to play in creating environments where reuse is not just possible, but preferable. By integrating user-friendly systems and supporting education around their use, we can build a culture where circularity becomes second nature.
Changing behaviours is hard. But if we design with the customer in mind by removing roadblocks and embedding convenience into every touchpoint, we can make reuse effortless. And when it’s effortless, it’s repeatable. That’s how we scale impact. That’s how we drive real change.
The future is circular. But only if we make it easy for everyone to be part of it.