Once your reusable swap system is up and running smoothly, it's time for the final (and most important) step — promoting it and turning it into a success.

Far too often, cafes roll out a new system but fail to spread the word, leaving it underutilised, and then ultimately deem it a failure.

The reality is, just like anything else, success lies in how you promote it.

Your loyal customers will be keen to support your initiatives, and this is a great opportunity to shape their habits. Plus, you'll draw in new, like-minded customers who share your values and want to be part of something impactful.

Here’s how to do it.

1. HOST A BUZZ-WORTHY LAUNCH EVENT (WITH A PURPOSE)

Make some noise about your new system!

Organise a launch event that gets your customers excited to jump on board. The aim is to prepare them for the change and inspire them to get involved, making the transition an engaging experience for everyone.

Setting a launch date gives you the opportunity to ramp up your promotion on socials, chat with customers, and build awareness. Why not offer half-priced coffees or discounts on food served in your new system on launch day?

Team up with your swap system provider to see if they will join you with an enticing offer to draw attention. Reach out to stakeholders — like your coffee roaster, local council, and key suppliers — to see if they’ll donate free coffees or other perks to support your launch. In return, offer to tag them in your event posts on socials, showing your appreciation for their support.

Adding a clear goal for the event can be a great talking point and something to work towards. For instance, let your customers know you’re aiming to sell 50 coffees in your new swap system on launch day, and encourage your regulars to help you hit that target. When people know what you’re trying to achieve, they’re more likely to get involved and help make it a success.

"We have a lot of regular customers, and it was lovely to build the conversations with them. They were very supportive, and I noticed that more and more people were bringing in their own cups. And on the actual BYO Cup Day, there was a real buzz in the cafe. We had so many more people come in because of what we were doing. It really put us on the map as a sustainable cafe."

MORNING GLORY CAFE — on their 3-week reusable cup campaign.

2. MAKE IT OBVIOUS

Make sure your new system is front and centre, right at eye level on, or near, the counter. If it’s tucked away, busy customers might overlook it. Keep it highly visible and appealing so it catches everyone’s attention.

3. SIGNAGE

Design eye-catching signage to promote your new system or upcoming launch event. Display them prominently in your café and extend your reach by placing signs in local office buildings, community boards, and sports clubs. This is your chance to get the word out, so your customers are ready to support you.

You can access our signage range HERE.

4. SPARK EXCITEMENT THROUGH SOCIAL MEDIA

Whether or not you host a launch event, it's important to build interest and educate your customers about your new system. Use this time to create a dynamic series of social media posts, reels, and stories answering key questions like:

• What is the system?

• Why did we choose it?

• Why is it important?

• When can you start using it?

• How does it work?

• Are there any fees involved?

• What’s our goal with this?

Take it a step further by sparking engagement with fun competitions. Encourage your followers to like, share, and comment for a chance to win prizes like 1'0 free coffees in our swap system cups'. You can also create ‘lucky cups’, where a few special cups are attached to a free coffee.

And remember, actions speak louder than words. Stop posting pictures featuring single-use packaging on your feed. This sends a message that you're committed to sustainability, encouraging customers to bring their own cups or embrace your new swap system for takeaways.

5. UTILISE MARKETING SUPPORT

Take advantage of any marketing tools or materials offered by the swap system you’ve invested in. These resources can help you tap into their networks and broaden your reach. It’s free publicity and a great opportunity to connect with a wider audience.

6. EMPOWER YOUR TEAM

Now that your staff are fully trained and up to speed, get them ready to spread the word. Encourage them to chat with customers about the new system in a natural, conversational way, so they don’t feel awkward. If you have an event featuring discounted coffees or food served in the new swap system, this gives your staff a good talking point they will want to share.

7. LEAD BY EXAMPLE

Get on the till and show your team how it’s done. Offer the reuse system in a warm, approachable manner, setting the tone for your staff. By leading the way, you’ll encourage them to follow suit. If it’s what you do, they can do it too.

8. ADD SOME INCENTIVES

Consider offering small incentives for your staff or customers to encourage participation. These don’t have to be big — it could be a loyalty card, or simply a thanks. Sometimes a little appreciation goes a long way in motivating everyone to get on board with the new system.

9. TRACK AND CELEBRATE SUCCESS

Every time someone uses the swap system, you’re saving waste from going out into the world. Celebrate it!

Track your success through your POS and share the stats on social media. Thank your customers for participating and encourage others to join the movement.

Your team and your community are making a real impact — keep it going!

10. CREATE A NEW NORMAL

After the initial interest fades, ensure your staff continue to promote the system to receptive customers. Practice makes perfect — help them feel comfortable with their pitch so they can effortlessly introduce the system as the new standard.

Once it’s embedded in your staff culture, habits will form, and it will become the new normal. Keep up the staff incentives and encouragement to make sure you get there.