Yum! Brands participated in 'The Petaluma Reusable Cup Project,' the United States' first city-wide reusable cup program, from August to October 2024. This initiative involved Habit Burger & Grill, KFC, and Taco Bell restaurants in Petaluma, California.
The project replaced single-use cups with free, reusable purple cups, and over 60 return bins were installed across the city. By the end of the 12-week program, customers returned more than 220,000 cups, which were then professionally washed and recirculated.
Yum! Brands is a partner in the NextGen Consortium, which led the project, and views the high return rate as an early sign of success. Jon Hixson, Yum! Brands Chief Sustainability Officer, noted that the key learning is consumer openness to reusable serviceware when it is simple and easy to use.
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