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How Dunkin & # 39; tries to convince fans to embrace the end of the double cup



No, the sky does not fall. Dunkin & # 39; s just getting rid of the "double cup."

Still, the Canton-based coffee chain is launching an advertising blitz to convince its devoted customers that life will continue.

"We expect this change to be difficult for some," Kelly Katapodis, a Dunkin spokeswoman, told Boston.com, adding that the company hopes fans will embrace their new paper cups, which the company says offer benefits “Double cropping. "

to reduce the environmental impact, Dunkin's" phasing in "double-walled" paper cups for hot drinks, replacing the classic polystyrene foam cups. The worldwide process is scheduled to be completed sometime next year, and the company announced Friday that all New England restaurants will have foam cups eliminated by December 1

.

It also means the end of double cups, the widespread New England – and especially wasteful – custom and the use of shelf a plastic coffee cup in a similar foam cup. And as Boston Globe first reported Friday, the news of its impending death has not gone well with any fans, especially on Rhode Island, where the practice allegedly originated.

"They say, & # 39; You change the best part of my day." What was literally soul-crushing, "Scott Murphy, director of Dunkin & # 39; Brands, told Globe

The company hopes to win double-cup loyalists, and they also launch a 10-day campaign on Friday, featuring racy billboards, online ads and a hashtag: #DoubleCupBreakup.

"Proven un-cup-ling," reads one of the billboards, and riffing on the term popularized by Gwenyth Paltrow. "The double cup breaks," says another of the ads.

The company acknowledges that It can be a rocky divorce. In winter, double-cuping acts as a koozie for an already cold drink, and in the summer it can help prevent the cup's condensation from dripping.

But for as many double-cup fans as it can be, Says Dunkin & # 39; s also seen an increase in demand to stop the practice The old foam cups of isopore are relatively inexpensive and lightweight, but cannot be recycled or degraded. For several years, Dunkin & # 39; has been looking for an alternative, and the transition will remove 1 billion polystyrene cups from the waste stream each year (though, like Starbucks & # 39; cups, the new paper cups are lined with plastic and thus usually not [recyclable)

The new cups are still made with cardboard certified by the Sustainable Forestry Initiative Standard. Dunkinâ & # x20AC; & # x2122; s sees it somewhat randomly and no doubt eliminated the double clutch as part of their wider efforts to be more environmentally sustainable.

"Naturally, we would have to stop double-cutting since double-walled paper cups don't fit over icy beverage containers," Katapodis said. . "

Over the next month, nearly 70 percent of Dunkin's restaurants will have switched, which they hope to complete by mid-2020. The company says the new paper cups have" heat retention properties comparable to the foam cup, "which is good news for hot coffee drinkers – if not the legions of four-season coffee fans.

"We have customers like the foam cup, and we have customers who have asked us to eliminate the cup," Katapodis said.

"Our goal was to satisfy all our customers with a cup that is more environmentally friendly, has the insulating properties of foam and has the lid that our customers know and love, ”she added. "It took us a while to find the answer, but we think the double-walled paper cup will please all our guests."


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