Billy van Creamy - case study

Background and purpose

Billy van Creamy always had sustainability at the forefront of its operations. Since it was established in 2014, the ice creamery has been refining ways to reduce its environmental impact. To decrease packaging waste, the store already provides stainless steel spoons for tastings, ceramic cups for dine-in customers and accepts BYO (bring your own) containers for takeaway.

Supported by a $40,800 grant from Sustainability Victoria’s Circular Economy Reuse Pilots Fund, Billy van Creamy is taking its waste-reduction efforts to the next level. They are doing it by introducing reusable ice cream containers that could put an end to single use expanded polystyrene (EPS) insulated takeaway containers available in most ice cream shops around Victoria.

The program

At the moment, EPS containers are used for takeaway ice cream and gelato products. They are thermally effective, keeping frozen products insulated for transport. But in Victoria, most of these containers are not recycled and end up in landfill. There’s currently no realistic recyclable or reusable alternative to this product.

Billy van Creamy’s project initially aimed to design and produce a new custom reusable takeaway container for ice cream. The containers needed to replace the EPS single-use versions without compromising on thermal quality or aesthetic.

During the design phase, it was clear that the project could not be completed during the pilot’s timeframe, so Billy van Creamy pivoted to using existing reusable containers, purchased through Returnr and rolled out across their 2 stores in June and July 2023. Customers paid a $10 deposit to take their ice cream away in these reusable containers and received a refund when they returned the container to the store.

Process

An in-store and social media marketing campaign communicated the new system to customers and the broader community. Staff meetings were useful to explain the sales process for the Returnr containers.

Customers and team members were informed about the benefits of the system which were waste reduction, product longevity, and the $1 saving for customers when they used a Returnr container.

Impact

The campaign was well received, showing that customers supported alternatives to single-use packaging. Some attended the store the same day after seeing the social media posts about the new system. Others responded to email marketing campaigns:

“This is the BEST news. Billy van Creamy is our favourite ice cream, but we always felt conflicted about the non-sustainable take-home packaging. Love, love, love.”

Following the introduction of the Returnr containers, the use of single-use take-home ice cream containers across the 2 stores was reduced by 8%. This is expected to grow as more customers become aware of the program and share their positive experiences.

Challenges

The short project timeline meant that the team’s initial goal to design and implement a custom reuse system could not be fully realised. Although they were able to develop a prototype takeaway container for ice cream or gelato, the significant upfront costs and large minimum order quantities make rolling this out difficult for a small business.

One of the initial barriers to using the Returnr system was requiring a deposit from customers. Another challenge was that the store’s existing point of sale process needed to be modified to manage the deposit and return process. Staff also sometimes forgot to offer the reusable option. These processes will become more streamlined as staff are more familiar with the system. Further marketing will empower customers to ask for the reusable containers by reiterating the positive impact they can make on the environment while using them.

Observations and next steps

EPS containers are often used when takeaway orders are placed on delivery platforms, so there is potential for a greater impact if the Returnr system could be implemented through these services.

Billy van Creamy will continue to investigate the development and implementation of custom reusable takeaway ice cream containers. To overcome financial barriers, the next step will be to find more funding or collaborators to make rolling out this product possible. Further research is also needed to understand whether customers who support reusable containers have a preference for a BYO or refundable deposit scheme.