Our idea is that the customer would pay less per water unit. The cost for the water in the canister would be spread out over all of the refills used, bottling costs would be reduced and fewer shipments would need to be made. All of these things could result in savings for the consumer. Reusable water bottles could come in multiple sizes so customers could purchase the size they need... or they could bring their own bottles in.
People who are part of the LOHAS (Lifestyles of Health and Sustainability) approach to consumerism will also be incentivised by the impact on the environment, by doing the right thing, or because reusable/environmentally responsible purchasing is trending right now.
I checked out the Reusable & Returnable To-Go Cups System. Another great idea! I could see partnering with a service like that if The Watering Hole spreads to beverages like Gatorade, fruit juices, etc... which it should.
We will be meeting with the local convenience store hub people within the next few weeks to bounce The Watering Hole idea off of them and get their feedback.