Returnable Cup System

Eliminating single use cups for good at Blenheim!

A world-class visitor attraction and UNESCO World Heritage Site, re-universe collaborates with Blenheim Palace to eradicate single use cups.

After a successful pilot, the digital returnable cup system is rolling out across the entire Blenheim Estate. With visitor engagement, cup-to-cup traceability and rich data & insights, the system brings maximum impact and minimal hassle.

Case study

How it works – deposit return scheme

Visitors pay a £2.00 deposit for their cup at point of purchase which is refunded when the cup is returned.

No need to download an app or register before use. Visitors scan the unique QR code which automatically opens the returns platform with a frictionless scan and return user journey.

RFID tech allows for validation of cup return which means visitors can be refunded with certainty that the cup is back where it belongs.

Making an impact

"We believe climate change is the single biggest threat to Blenheim's long-term survival and we're committed to doing all we can to reduce and mitigate its impacts"

David Green – Head of Innovation, Blenheim

The Palace serves over 400,000 hot drinks annually, making this scheme potentially transformative for waste reduction.

Digital Returnable Cup System

"The Digital Returnable Cup System uses pioneering technology to engage and incentivise visitors to return their cups for reuse"

Rachel Warren, re-universe

Each cup receives a unique digital identity using GS1 serialised codes with RFID technology for traceability, enabling measurement of cup returns and behavioral insights.

Circular&Co Partnership

re-universe collaborates with Circular&Co, creators of the returnable cup designed to last at least 5 years and fully recyclable up to 6 times.

"After 3 uses, the CO2 emission of the Returnable Circular Cup are offset versus a single-use alternative"

Circular&Co

Accurate data

Each returnable cup has a unique QR code which automatically opens the returnable web-platform when scanned. RFID technology embedded in cups triggers data points across the Palace and validates returns.

An API feed delivers accurate data to Blenheim Palace via an easy-to-use dashboard showing cup locations, return points, and reuse rates. Refunds process nearly instantaneously upon cup validation.

Pilot learnings

A 5-month pilot revealed critical insights:

Deposit Return Scheme (DRS)
Despite reward incentives, a deposit was essential for cup returns. A/B testing confirmed users preferred deposits for ease of use.

Cup Branding
Beautifully branded pilot cups were taken as souvenirs. Full rollout uses standard brown cups with bright orange lids to prevent collectability.

Marketing and Communications
Impactful education and engagement are essential for driving long-term behavioral change.