How Think Coffee used its pandemic pivot to reduce coffee cup waste

When Jason Scherr started Think Coffee in Williamsburg in 1995, his goal was to foster community. Eventually, he realized that to scale the business, he would have to offer good-quality, thoughtfully sourced coffee, but he always thought of himself as being in the café business first: Half of all orders were consumed on the premises at one of his 11 locations.

But with the pandemic, to-go orders increased, and Scherr recognized he would have to turn his attention to a problem that had been nagging at him: waste in the coffee industry.
“A commonly understood negative of the coffee cafe business is the disposable cups,” he said.


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