A collective approach for increasing reusable cup usage with a bit of further solution exploration.
excellent presentation. I like the way its been told like in a story book. By the way, how do you find it beneficial for the other 9 customers? Do they get any incentives for bringing their own cups?
love the illustration and the simplicity that would enable broad adoption.
now, all you need to do is manage those who will try to game the line to time their arrival :)
likely some variations would prevent too much gaming.
just out of curiosity, what kind of software did you use to make such a nice illustration?
Sriram. I guess you would expect that it would all even out in the end, like Karma. 10% of the time you would get free coffee, if you use a reusable mug. Basically, instead of tracking the rewards on an individual level this tracking rewards on a community level. The more everyone uses a reusable mug, the more free coffee is given to the community. This is a communal problem, the incentives should engage the community on a whole.
If we intend to address a community, and we expect them to participate in the campaign, there should be equal incentives to all the customers. If not, i don't see the point in their participation. Frankly, if i were one of the 10, I wouldn't participate. Out of 10, only one gets incentives for a joint effort is a bit awkward. You can develop on this concept more to benefit the community as a whole by giving them some credits as well.
Think about a rewards punch card. Every ten trips you get a free cup. That means 9 times you don't get anything, you're working towards the 10th trip, the free one. The Karma cup is essentially saying we are all sharing one giant rewards punch card. Why get bogged down in tracking rewards points on a individual level? Implementing a rewards can be a ton of work. I simply go get a cup of coffee with a reusable cup and trust that one in 10 cups will be free (it'll all even out). Karma, you do something good and trust something good will return, even if it is not immediate.
And I agree, it is a bit awkward. But that shift to thinking about communal rewards will prompt people to pause and give thought. Societal support/ peer pressure can be a powerful thing.
Thanks for the crit.
FYI We used a mixture of photoshop and corel painter for the illustration and indesign for the layout.
great idea, but i think starbucks could use some tech to create a richer experience to reward and illuminate these efforts. there might also be a way to record data of all customers bring in their own cups to enroll in some competition or they could simply get a free cup of joe for every 10 times they bring in their own cup.
Why does tech necessarily mean richer? Richer in data of course. Infusing technology is the first and most obvious response. This is an intentionally low tech solution.
We are also questioning the need to have incentives tracked to the individual. As I mentioned above, whether I have a rewards card that gives me a free cup every 10 cups or Karma cup approach is used, it is same. Both approaches yield a free cup to me every 10th trip. Its just one big rewards card kept at the counter and used by everyone.
I like the idea, and I'd very much like it to work. It's an interesting social experiment.
It sidesteps some of the issues with punch cards (I always forget mine) and adds the 'lottery' element to it. Getting a free coffee in the morning would be a great surprise. The low-tech concept is good, too.
One question - would there be limits on what you can get for free? If all the customers before me ordered drip coffee and I see that I'm up next, I might splurge on one of the super fancy smoothie drinks.
Also, have a look at this cafe in Japan, another interesting social experiment: you place your order, but the person behind you gets it. You get whatever the person in front of you ordered. http://www.psfk.com/2009/10/ogori-cafe-service-with-a-surprise.html
love this. winner!
haha. i must say, i think the lo tech element is excellent, and refreshing. i would definitely participate in this. this also seems like an incredibly easy thing to pilot, just have a few stores do it for a few months and see how it goes.
Very fond of this solution, and also love the illustrations.
Thanks so much A and J. Any further feedback A? Any builds?
This is a great idea! And great presentation.
It puts me in mind of what's being done at my local Trader Joe's grocery store. Whenever you bring your own bags in to carry away your groceries, you get a raffle ticket. At the end of each week, a number is pulled and the winner gets a $25 gift card.
This might mitigate the "gaming the line problem". Additionally, it keeps the incentive there for an unlimited number of potential customers, while putting a ceiling on the payout (Starbucks would give out a set gift card weekly, not a variable number of free drinks per every 10 reusers).
Hope that helps!
I like the low tech approach. But I'm surprised that the big selling point seems to be that the system is 'no worse than' existing rewards cards. Rewards schemes as they generally stand now obviously aren't good enough by themselves (hence the need for this comp) so aside from not having to remember to bring their own card how is this system better for the participant than using a card? How does it encourage re-use more than existing systems?
I'd like to see a similarly low-tech solution that is better for all participants than existing systems.
I love the low tech approach but think the payoff needs tweaking.
Much better to offer a free coffee to every person who reuses a cup 10 times. (keep track by RFID the cup) as in: http://www.jovoto.com/contests/drink-sustainably/ideas/4725
Let's analyze the success of reusable shopping bags.
Better bags (size, color) + Incentives (10cent off per bag, raffles) + Societal pressure = CHANGE
By using the incentive in a communal fashion maybe we can force the collective societal decision. When I use a rewards card to record it keeps me thinking about my own personal gains. But if the incentive is tracked at the communal level then people will think about the incentive as a pleasant surprise to doing the right thing.
Why is it necessary to keep track at an individual level and by use of an RFID?
Implementation and maintenance can be costly and complex.
Change requires new thinking. Not necessarily a new technology but a new experience.
@essentialdesign - exactly. What's great about this solution is that it's public - our rewards cards are kept in our wallets and nobody really knows who's participating. By displaying it publicly, what's going on is much more obvious.
I like this idea, I´d also suggested a reusable cup system.
But I think, it will be difficult to people to accept they shall use an own cup.
Although it would be interesting to see what kind of cup they bring along.
Years ago, as a student, we all had stored our own cups in our cafeteria.
It made a nice wall-covering!
To get some statistics, how much better a reusable system is look at
this is a great idea, even if there are some executional issues (chalkboard, gaming the system). the idea of people being incentivized as individuals, but groups benefitting is really intriguing. The simple additional of a lottery element could help considerably. Thanks for submitting (and great presentation of the idea)!
This is Sue from Starbucks - we are enjoying reading all the great ideas. I wanted to comment on this one - I like the group karma factor, too. And for what it's worth, the chalk aspect kind of fits our menuboards we have each store create themselves, so that link is nice.
this idea is growing on me, but i'm curious of how 'self-interest' will react to this?
Thanks Sue. The use of a chalkboard was very intentional. It wouldn't even have to be a stand along chalkboard, it could just be a vinyl graphic applied over a part of your existing boards. Or it could even be all hand written.
rfix, I'm happy you've given the idea another shot. I agree that at first it seems like by "sharing" we must not get as much for ourselves. We've been taught that sharing is sacrifice. This really is just a different way of a traditional "every 10th cup is free" rewards card. By law of averages every 10th time you use a reusable cup will be free. Sometimes you might get lucky and get a free one three times in a row. Or maybe you have an unlucky streak and you will not get one for 15 trips. But that is the great thing, it will all even out in the end. You pick up coffee at Starbucks 300 times a year, and 30 cups will be free. Its a semi random event that "evens out". Sounds like Karma to me.
Simple and effective idea, nicely illustrated - I like it.
Simple to execute and very catchy with the 10th free cup.
I like that it's low-tech, simple, easy to implement, and reinforces the idea of group participation.
Hi there, like the idea, though it requires a bit of luck to be the 10th winner and you would be a bit sad it you never win. But still, I think that this system is more fun than having a individual get 1 free for every 10th cup, because it's unpredictable! Also it gives the customer a we-are-in-this-together-spirit. Well done presentation, good work!
very cool idea! incorporates a community-based system of behavior & reward with our inherent excitement over gambling and games of chance. Everyone loves to be surprised with little rewards. Additionally, the key factor here is awareness, which you illustrate so well in your presentation - imagining people in line actually thinking about their chance of winning a free cup based on their collective behaviors. I think awareness and excitement are paramount, considering that we've offered a 10 cent discount on tumbler usage since the 1980s without moving the needle beyond hardcore tumbler users.
Regarding gaming the system, the current Starbucks POS registers and counts every time a tumbler is used (in order to ring up the 10 cent discount). It could be easily programmed to ring a free drink after a specific number of tumblers are used, avoiding the opportunity to game the system and/or people trying to queue up in line based on how many X's are left on the free drink chalk board.
thanks so much for the input. It is exciting to have your insider perspective. Awareness and excitement are important as you stated. It is also interesting to hear about how you already track tumbler usage to give the 10 cent discount so the system could step into to help randomize the rewards. But I do think it is important to have the tracking system remain visible not buried inside the register. The orange boxes could simply be random on the chalkboard instead of always sitting at the end of the row.
Have you guys heard of Panera's concept store?
It is pay as you wish with the goal that those who can pay more will cover for those who can't. Interesting communal thinking but the decision to give has to be made at the individual level. It shares some DNA with the Karma Cup proposal.
Thanks for the input. I guess it does take some luck, but picking up a coffee is something you do so often that the law of averages will step in. Over the course of the year it will all even out. Unpredictability is fun. Surprises are fun, especially when they are good.
I wanted to do some math with you to see how viable this really would be.
10 cent tumbler discount X 10 guests = $1.00 discount.
In Karma cup you would be giving a free Tall drink item every 10 tumbler use.
Average small item? $1.50
Could you afford to giving 50% more away in this program?
cute! this is fun! i would totally bring in my own coffee cup in hopes of getting the free drink!
this idea is simple, painless, and easy to follow!
a good first step to helping reduce wastes!
Seems easy to try. Would be good to vary how you win, how people get notified, etc to get to the best experience. Should it feel like a reward (i.e., it was earned) or a surprise or recognition?
Nice additions rjacoby. I guess it should be a pleasant surprise and a reward for doing your part.
As far as how you are notified. I think the instant gratification is important. The fact the the reward is granted there on the spot is satisfying. The interaction also has to be pretty quick so as not to hold up the line. It could be a flip book so that you have know idea when the free cup is coming. Since the register already charts the tumbler usage it could step in an grant the reward.
I love where this is going.
how about carrying a small purse with you that day? i wouldn,t want to choose my bag according to my coffee cup :D. i would like to save the planet, but this would be quite difficult to do because it asks and effort from me which many people would probably choose not to make...
yoyo, I agree.
Just pair this system with any of the other amazing reusable cup proposals.
A reusable cup that meets your size needs + the motivation to carry it (Karma Cup-like incentive program)
Awesome :) I have reviewed & voted for you idea. Our retries are a step forward towards a greener planet with less waste. Please have a look at my idea and I greatly appreciate your opinion http://www.jovoto.com/contests/drink-sustainably/ideas/5237
Great stuff omar.
Any other comments to build on this idea? Any further feedback?
Love the low tech thinking here. I think we often over complicate things.
One small suggestion: consider having the barista do the marking...this would help ensure it happened, have a person "of authority" give you a public mark of approval, keep the board neat and reduce cheating.
I like the "we're all in this together" feel. By making it a group thing, it makes it more community minded. And I love the thinking of what people will have go through their heads in the line.
another thought: what about having another board or section of board where people buying disposables get a checkmark as well. then every 10th person gets offered a deal on a reusable cup? this would get every consumer to focus their thinking on reusable cups...and give the coffee shop a chance at making some cash on selling reusable cups.
ghill, awesome idea about including the deal on reusable cup for the disposable users.
Thanks for the feedback.
Are there any other proposals that would be good to pair up with Karma Cup?
Congrats!!! Good for you!!!!!
Wehooo !!! Congrats from berlin & karlsruhe !!
great jury decision! congratulations!
Congrats from Germany!!! I loved your idea from the start. ;o)
sorry, what is going on here? help please....
ich stehe auf dem Schlauch... alta?
Gewinner wurde grad verkündet, Mann!
Ok but where can I read or see that? Frau!
Looking forward to seeing the blackboard in the near coffee shop soon!
Well deserved! Congratulations.
nummer 1 bei 400 ...eingereichten Entwürfen. Wow, glückwünsche an die SqualidStoetznerAgentur.
Congratulations, you guys! Have a look at the New York Times, they are writing about you!
and also http://mediadecoder.blogs.nytimes.com/2010/06/17/starbucks-hopes-there-is-no-java-jive-from-contest-results/?scp=1&sq=betacup&st=cse
The Hindu religion.
They believed that what you put out there comes back at you.
Like the universe sticking up for someone, or something.
The concept is basically centered around fairness, and getting what you deserve out of life; good Karma and bad Karma.
Umm, excuse me. This to me would be bad (karma?). Karma is not a belief that this great country was founded on, but on the Bible. Don't do it Starbucks!
is there way we can make it digital.. so you can save the chalks, resource to erase the board..
1) With digital, we can link all the store and display how we make diff as a whole.
2) Easy to track the regular customer with reusable cup- by the credit card, phone number, bluetooth, mobile.
please add more..
Good idea, but what would happen when 2 -3 people are in line, each with their re-usable cup, and they can all see that there is two ticks left on the board before a free coffee is awarded. The person in position 2 could intentionally go to the back of the line so that he received the free coffee. That doesn't seem like good karma at all!
Sorry to nit pick at your idea, just curious as to how it might play out in reality.