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  • Writer's pictureSIO INDIA

Is Shake It Off working on its vision to Achieve the Greenest of the Green status?

Let's just ask the brand:

How has your brand prioritized sustainability and environmental responsibility in its day-to-day operations?

In our humble beginnings as a milkshake counter, efficiency was our mantra. Plastic cups and straws were the norm, chosen for their practicality and cost-effectiveness. Yet, as our business flourished, so did our awareness of the environmental impact of our choices.

Recognizing the burden our plastic usage imposed on nature, we made a conscious shift. Early on, we transitioned to serving our in-house customers in reusable glass bottles paired with eco-friendly paper straws, well ahead of regulatory mandates. It was a small step, but one driven by a deep-seated commitment to sustainability.

As our online sales soared, we confronted the enduring challenge of plastic waste in packaging. Driven by our ethos, we swiftly pivoted towards more sustainable alternatives – paper and glass. However, this shift came at a price, both figuratively and literally.

Initially met with resistance, our decision to embrace sustainability meant an inevitable rise in prices. We faced the loss of some customers, yet we remained steadfast in our conviction. Over time, the tide began to turn.

Through our innovative "buying the bottles back" initiative, we discovered a powerful catalyst for change. This scheme not only appealed to conscientious consumers but also fostered a sense of shared responsibility. Together, we embarked on a journey towards a greener future.

Today, as customers return, we witness a profound shift in mindset. They no longer merely purchase a product; they invest in a vision. Our journey from plastic to paper to glass is not just a business evolution; it's a testament to the transformative power of collective action.

In every bottle returned, we find not just a transaction, but a symbol of hope. Each sip becomes a gesture towards a more sustainable tomorrow, where businesses and consumers unite in harmony with the planet. Together, we raise our glasses – not just to milkshakes, but to a brighter, greener future for all.

Can you provide examples of specific initiatives or practices your brand has implemented to reduce its carbon footprint and minimise food waste?

1) Reuse: Through our "Buy Back the Bottles" program, each returned glass bottle embodies our commitment to sustainability, reducing waste and fostering a culture of reuse.

2) Reduce: We conscientiously minimize packaging material, prioritizing efficiency and environmental stewardship with every decision.

3) Recycle: Our advocacy extends beyond the storefront, inspiring communities to repurpose glass bottles at home and nurture indoor water plants, transforming recycling into a creative endeavor.

4) Zero Waste: With a dedication to zero food wastage, every ingredient is honored, ensuring mindful consumption and celebrating abundance on our journey toward sustainability.

What measurable impact have these sustainability efforts had on your brand's overall operations, growth trajectory, and bottom line? Please support with data in terms of % savings etc between 22-23 and 23-24?

Our "Bring Back the Bottle" program has seen a remarkable return rate of approximately 10%, marking a significant stride towards sustainability. This initiative fosters customer loyalty and reinforces our brand's presence in their minds. By encouraging bottle reuse, we witness a boost in Average Order Value (AOV), Customer Lifetime Value (CLV), and repeat purchases, all while maintaining a robust bottom line through reduced bottle expenditures. It's more than just a program; it's a testament to our commitment to both environmental stewardship and customer satisfaction.

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