Munich/Vienna, 10 February 2026 – Following a successful rollout in 50 stores, Tchibo is now introducing the RECUP reusable cup system in all 120 Coffeebars across Austria. This means that reusable cups are no longer offered as an optional add‑on, but become the standard. Tchibo is the first coffeehouse chain in Austria to offer the external RECUP system nationwide, sending a strong signal to the entire industry.
The pilot project last year already showed that reuse works in everyday operations: high acceptance among guests, smooth integration into workflows, and measurable waste reduction. The success was so clear that Tchibo is now taking the next consistent step and introducing “RECUP first.” Disposable cups will continue to be available but only upon explicit request – RECUP becomes the default for to‑go beverages.
Single‑use waste as a structural problem – reuse as a practical solution
According to the Austrian Environment Agency, around 2.5 million disposable cups are used every day in Austria. This challenge requires practical systems. This is where RECUP, with its 10 years of experience, comes in: the reusable system works across stores and partners, the cups can be washed up to 1,000 times, and they can be returned to any participating business.
“Reuse only works if it is simple for businesses, economically viable, and natural for guests. Partnerships like the one with Tchibo demonstrate exactly that,” says Onno Cubasch, Country Lead Austria at RECUP. “When major players lead the way, reuse becomes mainstream – and only then can it unfold its ecological impact.”
For the hospitality sector, the topic is particularly relevant in light of the upcoming mandatory reusable offer, which requires businesses to provide their guests with a reusable alternative. RECUP sees itself not as an additional burden but as a tried‑and‑tested operational solution that can be integrated into existing processes.
Standardising reuse in the out‑of‑home market
The market potential for reusable solutions is significant: 61.3 percent of Austrians drink coffee‑to‑go regularly, and among 30‑ to 39‑year‑olds the share is even over 80 percent (Tchibo Coffee Facts 2025). Against this backdrop, the standardisation of reusable systems is becoming increasingly important. With its nationwide rollout, Tchibo is consciously taking on a pioneering role and demonstrating that reuse is not only more sustainable but also operationally feasible and well received by customers – even in the highly frequented out‑of‑home business.
“Environmentally friendly coffee‑to‑go – that’s possible at Tchibo. It has to be practical – for our customers as well as for coffeehouses and Coffeebars. The more participants, the better, and that is why we are now implementing the RECUP system across the board,” says Paul Unterluggauer, Managing Director of Tchibo Austria.
The nationwide launch began at the Tchibo store on Innsbruck’s Maria‑Theresien‑Straße. From there, RECUP is now an integral part of all Tchibo Coffeebars – and a visible example of how partnerships can bring reusable systems into the mainstream.