Waitrose has launched an innovative initiative allowing shoppers to "borrow" a reusable coffee cup as part of its effort to enhance its MyWaitrose loyalty programme. Dubbed ‘Borrow a Free Cup’, the trial, which commenced in nine stores, enables customers to access a cup by tapping their loyalty card at an in-store dispenser. Following this, they can fill the cup at Waitrose's hot drinks machines. Customers have a week to return the cup to a designated collection point; otherwise, a £3 charge will be incurred.

This trial reflects Waitrose's ongoing commitment to sustainability and its goal of reducing disposable cup usage, following its 2018 decision to eliminate all disposable coffee cups from stores. The company aimed to save over 52 million cups annually, urging customers to bring their own reusable cups instead. Previously, Waitrose had introduced recyclable disposable cups in a limited trial last year as part of its strategy to provide more options to environmentally-conscious customers.

The recent reinstatement of the free coffee offer in October 2022, which had been paused during the pandemic, exemplifies the supermarket’s intent to leverage loyalty as a key driver for customer retention. The free drink offer is now central to the MyWaitrose membership, further elevating its appeal to regular customers. Besides allowing members to pick up complimentary drinks, this latest move focuses on making sustainability convenient for shoppers. Meal solutions consultant Olly Pinder noted the ease of use of the new system, stating, “This is spectacular. So easy to use and return. It meant I could redeem my free coffee.”

This trial is timely as it coincides with Waitrose's broader efforts to relaunch its pan-partnership loyalty scheme, which aims to offer greater benefits and enhance customer engagement. Waitrose continues to explore options for permanent sustainable practices; the latest initiative demonstrates a forward-thinking approach to modern retail challenges while addressing environmental concerns.

In addition to enhancing its loyalty programme and promoting sustainability, Waitrose has also made headlines recently by offering free hot drinks to on-duty police officers to deter shoplifting and enhance community safety. This initiative includes provisions for police to claim drinks, further solidifying the supermarket's role as a community-focused brand.

As the “Borrow a Free Cup” trial unfolds over the coming months, it will not only be an important test of customer reception but may also lead to lasting changes in how Waitrose engages with its customer base and approaches sustainability in retail.