While reusable cup systems have thrived in Europe, American consumers often misunderstand deposit systems, treating reusable cups as souvenirs|rworldreuse|Instagram
A growing number of US concert venues, arenas, and stadiums are ditching single-use plastic cups in favor of reusable alternatives—often branded as “ugly cups”—thanks to startups like r.World.
Founder Michael Martin intentionally designs the cups to be unattractive, so fans return them rather than take them home.
While reusable cup systems have thrived in Europe, American consumers often misunderstand deposit systems, treating reusable cups as souvenirs.
About 200 US venues now use r.World’s system, including the Crypto.com Arena and Merriweather Post Pavilion.
Reuse companies like Re:Dish and Cup Zero are expanding, and adoption is spreading from coastal cities to the Midwest. r.World processed over 7.5 million units in 2024 and expects to exceed 12 million in 2025.
Still, challenges like up-front costs, consumer habits, and brand marketing pressures persist.
Advocates hope global events like the 2028 LA Olympics and 2026 World Cup will accelerate momentum. But experts say star athletes’ support may be key to mainstream adoption.