Cupets leverages technology, behavioral science, and partnerships to help drive demand for a more recoverable world.
Our initial concept includes a:
1) Consumer-friendly app leveraging behavioral science and gamification
2) Pilot program for recoverable cup usage with major food-service providers and retailers, including eco-tax to consumers
3) Comprehensive strategic marketing campaign
Taking a lean approach, where we can apply learnings for future iterations, we will launch our program and app in a pilot city.
We will help forge partnerships between a major producer of recoverable cups (i.e. World Centric or Eco-Products compostable cups) and a major food service retailer (i.e. McDonald’s, Starbucks, Yum!, and CocaCola). The select cup manufacturer and retailer will agree to a pilot program of gradually phasing in compostable cups as an option at retailers in addition to their regular cups at select retailer locations. At the point of sale, consumers will be empowered with a choice: compostable or non-compostable? The non-compostable cups will be taxed at a marginally higher rate than compostable.
A comprehensive marketing campaign will be introduced on the physical compostable cups, in stores, and virtually via the Cupets app.
What is the Cupets app? The Cupets app includes nudges inspired by behavioral science, gamification to make it fun, knowledge about environmental impact, and loyalty rewards. Consumers can check in with their app in store by opting for a compostable cup, scanning a QR code (only capable of being claimed once!), and earning points for Cupets. Cupets are a type of crypto-eco currency, which can be claimed as participating retailers who partner with the app. At the same time, consumers can collect different Cupets, like the one featured on our visual prototype.
Retailers (i.e. McDonalds or Starbucks) may opt to include an item on their POS systems that will record consumer demand for compostables. In addition, Cupets will track and monitor consumer demand via the app. This data will help provide validation for more recoverable solutions, while raising awareness, positioning retailers as leaders in sustainability, and creating a more recoverable world.