Esquires Coffee Houses introduces the reusable cup sleeve

Esquires Coffee Houses has introduced a new reusable cup sleeve for its take away drinks made from 100 per cent recycled paper in a bid to reduce waste. To ensure customers reuse their cup sleeves Esquires Coffee Houses has launched a loyalty scheme where the customers who reuse their cup sleeve nine times will be rewarded with a free drink on their 10th visit.

With over a quarter of a million takeaway purchases made every year, the reusable sleeve has massive potential to reduce the waste created by the takeaway trade. Managing Director of Esquires Coffee Houses UK Peter Kirton comments: 'Since becoming one of the first high street coffee chains to supply Fairtrade coffee as standard, Esquires Coffee Houses UK has continued to champion responsible trading by tackling industry issues head on and working to bring long term benefits to the communities that it works with, both here and abroad.

'The new sleeve uses a simple concept that has tremendous potential for reducing the waste produced by the takeaway trade. I can only hope other chains will adopt similar initiatives in the near future.'

Esquires customer Martin Prett (pictured above (R)) came up with idea of the reusable cup sleeve. He approached several high street coffee shop chains with his ideas before Esquires responded.