Reusable tableware at fast-food chains: apparently we’re not as keen on it as we thought
It seemed like such a good idea: reusable tableware in fast-food restaurants. Since we have had to pay a surcharge on plastic since 1 July, reusable cups seemed like a great alternative. But research shows that consumers actually aren’t fans of this system at all. And neither are fast-food chains themselves.
Whether you’re a Maccie Maniac or the self-proclaimed king (or queen) of Burger King, fast-food chains have at least one thing in common: they offer their customers the same alternatives to plastic tableware. You either pay a plastic surcharge for disposable tableware, or choose reusable cups with a deposit system. With the latter option, you pay a deposit, use the cup and return it afterwards, after which you get the deposit back. The cups are reusable. Restaurant employees can wash them and lend them out again to another customer with a subsequent order.
Stealing
McDonald’s has been experimenting with reusable cups for some time. In France, the chain started using the system on 1 January 2023. And what happened? Customers stole the reusable cups en masse. Before you harshly put the French on the pillory… Apparently, it happens in Dutch branches too. According to a McDonald’s spokesperson speaking to Financieele Dagblad, only 1 in 5 McDonald’s customers returns the reusable cup. Apparently, customers see it as a trendy must-have they’re more than happy to pay extra for. An employee at a McDonald’s branch in Rotterdam says that “it simply isn’t worth the investment”.
Not popular
McDonald’s customers also take “Saying goodbye doesn’t exist” very literally when it comes to plastic tableware. Because although there is a small group of McDonald’s fans who do choose the reusable cup, the vast majority of visitors still go for the disposable option. Only 7% prefer reusable over disposable. To put it mildly, that doesn’t match earlier research. When PanelWizard conducted a survey among more than a thousand Dutch people in June 2023, three-quarters appeared to prefer reusable tableware. Are we actually having more trouble with change and letting go than we all think?
Incidentally, Burger King says it does not recognise this picture. They told Financieele Dagblad that they are actually receiving positive feedback from their customers. But when the newspaper asks for figures on the number of reusable cups, there is conspicuous silence.
On washing-up duty
Fast-food chains are facing a major challenge in the new year. From January 2024, the use of plastic tableware at locations will be completely prohibited. That means switching entirely to reusable alternatives after all. But it’s not that easy. If you already hate the small pile of dishes sitting on your kitchen counter every day, just imagine the mountains all those chains will have in front of them. Many branches are not (yet) equipped for this at all. And they’re not exactly keen on doing the washing-up either. That’s why McDonald’s will outsource the washing-up to an external company starting in January. Until then, employees will have to get their hands in the suds themselves. Luckily, it seems we’re still not choosing that reusable cup en masse at the moment.
Also read:
- Entrepreneurs are, to put it mildly, not happy with the new plastic rules
- Snack bars are angry: those plastic containers are a very different story
- You won’t find McDonald’s in these countries
Source: Financieele Dagblad
