Not satisfied by being the first high-street coffee chain to switch entirely to Fairtrade coffee, Esquires Coffee Houses are going a step further by introducing a revolutionary new cup sleeve specifically designed to reduce waste.
The new sleeve is made from a 100 % recyclable paper substrate and includes a loyalty incentive scheme to encourage customers to reuse their sleeves, time and time again.
With over a quarter of a million take away purchases made every year, the reusable sleeve has a massive potential to reduce the waste created by the take away trade, and Managing Director of Esquires Coffee Houses UK, Peter Kirton, is keen for the industry to follow their lead.
"Since becoming one of the first high street coffee chains to supply Fairtrade coffee as standard, we have continued to champion responsible trading by tackling industry issues head on and working to bring long term benefits to the communities we work with, both here and abroad," said Peter.
"The new sleeve uses a simple concept that has tremendous potential for reducing the waste produced by the takeaway trade. I can only hope other chains will adopt similar initiatives in the near future."
The idea for the reusable sleeve came from Esquires customer, Martin Prett, who regularly visits the chain's Harrow store. Martin approached several high street chains with his revolutionary idea, however, it was only Esquires that responded and, as a result, commencing the 18th June, customers reusing their sleeves at the chain's 21 outlets will receive a free drink* for every nine purchases made.
posted @ 26 Jun 14:05
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