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Lovelee Loyalty Bottles

Cafes give loyal customers branded vacuum insulated double wall stainless steel bottles that correspond to customer's preferred drink size.

Photo of Gina Cardazone
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Beautiful double walled stainless steel water bottles are exploding in popularity. Building on this trend, these loyalty bottles would be given or sold at a discount to loyal customers of cafes (or smoothie shops, etc.), and customers would get a 25 cent discount to the typical price of a drink when using them. Customers may leave them at the cafe, where they would be washed and placed on a display wall for all to see, or may take them to go, depending on their needs on a particular day. 

How does this Idea redesign unrecyclable small format plastic items that often end up as waste?

This eliminates the need for disposable coffee cups or drink cups. Similar efforts to encourage users to bring mugs/thermoses to cafes have met with limited success, due to several reasons (e.g. inconvenience). Beautiful double walled stainless steel bottles (e.g., S'well, anature) have become popular because they are attractive and extremely convenient for users to carry. Alterations may be made to caps to allow sipping. Shops can brand these bottles to reinforce loyalty & increase visibility.

Which use cases does your Idea apply to?

Anne the coffee shop owner would offer these to her customers, giving her a viable alternative to coffee cups and smoothie containers while increasing brand visibility and customer loyalty. Lucas the professional can use this at the cafe he frequents as an alternative to disposable cups or more cumbersome keep cups. These are easy to carry, and he can even leave it at the cafe to be cleaned if he wishes. Having his bottle there may even promote a feeling of belonging and returning "home".

How do you envision scaling up your Idea?

The bottles would be introduced at 1 or 2 small cafes whose owners are committed to reducing their environmental footprint (like Anne). Once refinements have been made, it could be introduced to more shops, ultimately scaling when a major chain adopts this strategy. Barriers include additional effort needed to use, clean & retrieve bottles, though the gains in loyalty would make this worth it, and standardized shapes & sizes (aligned w/ shop's drink sizes) make pouring & cleanup easier.

At what stage of development is your Idea?

  • Research & Early Testing: You are exploring an idea, gathering inspiration and information needed to test it with real users.

Please describe how becoming a Top Idea and working with the Think Beyond Plastics Accelerator Program will help to accelerate your solution.

This solution requires limited technological development, since double walled bottles already exist. Becoming a Top Idea would increase exposure to the idea for cafes and shops that are interested. Feedback from the OpenIDEO community may help address anticipated barriers to adoption. The New Plastics Economy Accelerator program would connect this idea to people and organizations that can perfect it and spread its use.

Please describe from where your Idea emerged

Individual idea.

Tell us about your work experience

I'm primarily a researcher, but harbor a passion for design and creative problem solving of all kinds.

Please describe your legal and organizational structure

Not applicable (it's just me).

6 comments

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Spam
Photo of mary abasi
Team

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Spam
Photo of Lauren Ito
Team

Hi Gina!

As Refinement Phase quickly comes to a close in LESS THAN 7 HOURS, I want to remind you that the following must be submitted by tonight, August 31st at 11:30 p.m. Pacific Time.

1. Submit the Refinement Questions Form online that was sent again via email yesterday evening--we have not yet received this from you. These questions are mandatory for Top Ideas consideration, so this should be your first priority in the final stretch.

2. A secondary priority, which is optional, is to update your Refinement Phase post.

If you have any questions, please email circulardesignchallenge@ideo.com.

Looking forward to reviewing and celebrating the amazing work you've achieved this Refinement Phase!

Spam
Photo of Kate Rushton
Team

Hi Gina!

There are 7 days left in the refinement phase.

If there is key information in the comments on your idea submission, I recommend that you move them to the main body of your idea submission before the cut-off time.

I just want to remind you that the deadline to complete the Refinement Questions via the online submission form is August 31 at 11:30 p.m. Pacific Time.

Spam
Photo of Kate Rushton
Team

Hi Gina!

How would you get large brands on board with your idea? How would this work with brands who have existing loyalty schemes?

I look forward to seeing how your idea develops. What key questions/assumptions do you have about your idea? How could you test a key question through prototyping Lovelee?

There are a few ideas from previous challenges that might give you a few ideas on prototyping:

Stairwear -
https://challenges.openideo.com/challenge/fall-prevention/finalfeedback/stairwalker - is a great example of low fidelity prototyping and filming and gathering feedback from the user at the same time.

Employee wellness programs from our food waste challenge - https://challenges.openideo.com/challenge/food-waste/final-feedback/employee-wellness-programs-offer-more-than-just-healthy-eating-tips - is a good example of identifying and testing the riskiest assumption with the use of A/B testing of two alternative solutions

If you have any questions, feel free to reach out to me by tagging me here (@ followed by my name) or send me an email - krushton@ideo.com

I just want to remind you that the deadline to complete the Refinement Questions via the online submission form is August 31 at 11:30 p.m. Pacific Time.

Spam
Photo of Lauren Ito
Team

Awesome to see you joining the challenge gina !

You mentioned feedback from the OpenIDEO community would be helpful. Can you explain a bit more about how this idea can be implemented at scale? What would need to happen for this design to be brought to market at the local or global scale you are envisioning?

Excited to learn more!

Spam
Photo of Gina Cardazone
Team

I had a very long response to this but it looks like I deleted it. It may be just as well. :) To summarize:
*I'd love to get feedback on whether the personalization and ability to keep the bottle at a cafe is appealing to others, and whether people think it would be worth the additional work and cost for the cafe owners.
*It would be awesome to get in touch with an environmentally friendly cafe or shop owner who would be willing to pilot test this with a few people and see how it goes.
*It would also be great to get in touch with someone with better graphic design skills, since my mockup is not nearly as pretty as what I'm envisioning in my head.
*I think this could easily scale if a company like Starbucks with a million locations and an established customer loyalty program started implementing it, or at least parts of it (e.g., giving a free or discounted branded bottle to customers who bought at least 10 drinks, in small, tall, grande, or venti sizes). So if you know the CEO of Starbucks, tell him this idea ;)

Looking forward to your input!