We are not certified FCE experts. These company analyses are based on our current knowledge of the subject.

His background

Daniele has a master's degree in Statistics and Econometrics at the University of Bologna. After several professional experiences as a data analyst in different sectors, he co-founded Aroundrs in 2021.

His work at Aroundrs

As Co-founder of Aroundrs, He is responsible of marketing strategy, with a focus on contents creation, brand communication and data analytics. 

The business model of Aroundrs is based on two types of revenue : 

• Every client (food operators) that wants to provide the Aroundrs containers to its consumers has to subscribe to become a member. Each month they pay for membership. 

• The food operators pay a fee for each use of the containers. Because of the increasing cost of raw material used for the disposable packagings and the high number of reuse of the containers (200 times), using Aroundrs containers become cheaper than buying disposable ones. 

With this model, Aroundrs is trying to push restaurants, bars, supermarket... to get rid of the disposable packaging. It's free for the consumer. He only has to register on the application, put his credit card on it (in case he never bring back the container 7 days after he used it), show the QR code to the restaurant, supermaket... and enjoy his food. Then he has to bring the cleaned containers back in an Aroundrs member restaurant that handles the sanitarization.

Aroundrs stays the owner of the container so they deal with the end of life. Because they can track the number of transactions with the app, they can know how many times a container has been used. After 200 times of use (or broken containers) they send those to their recycling partner. 

On top of that Aroundrs is not only a company that provides containers. Their aim is to change the mindset in Italy around reusable packaging and inspire people. They provide different kind of communication around better consumption behaviors (articles, news report, documentaries, ...).

We have identified the importance of trust between Aroundrs and its customers. Especially the restaurant owners with whom they try to develop a solution adapted to their needs.

The main positive externality is about the change in consumption habits (for restaurant owners or consumers). As the business grows, the use of reusable containers creates a virtuous loop around sustainable consumption practices. 

There is a strong cooperation between Aroundrs and its clients. The relation is very flexible and specfic for each client depending on their needs (containers types and number). With the membership, Aroundrs helps its clients in different ways: how to save money with the solution, how to deal with the technology of transaction, how to implement new solutions, … 

As the restaurants are the first ambassadors of the Aroundrs solution, it creates a win-win relationship that allows for quality collaboration.

As some restaurants could be scared of implanting new technologies in their model but are still willing to switch to reusable packaging, Aroundrs tries to adapt by offering offline solutions. 

• The reglementation in Italy around re-usable food packaging is not binding enough.

• Consumers awareness about waste issues, circular economy, etc, ...

• Some restaurants are reluctant to integrate new technologies in their model (digitalization).

Aroundrs is particularly interesting for a part of its business model which is based on pay-per-use containers. The company remains the owner of the containers so it manages the end of life. The fact that the use of the containers is cheaper than the purchase of disposable packaging encourages the consumers to use these. But the economic aspect is not everything and there are other levers to engage to get rid of disposable packaging such as stricter regulations and changes in consumption habits. Aroundrs is therefore pushing in this direction by trying to educate and raise awareness about these issues. 

We decided to talk about Aroundrs because it is an inspiring company that wants to inspire a change. Even if it doesn't fit perfectly with all the FCE concepts, it has a good potential to go in that direction. 

We would like to make it clear here that there is no question of negative criticism of this project. The aim is to imagine a fictional story about he development of a similar company through the FCE concepts. It is also a way to inspire people in a concrete way.

We are in 2030, Aroundrs has continued its efforts. These efforts have become more productive, more relevant and more visible to more and more local actors thanks to the framework provided by the FCE...

Italian food is as popular as ever, and consumers continue to go to restaurants and bars. The cost of treating waste has become very high in Italy, and a significant financial issue for restaurant owners. At the same time, more and more consumers have realised the harmful effects of industrial food and are looking for better quality alternatives.

Aroundrs is no longer just a supplier of reusable containers. It is now recognized as a societal guide to zero food waste and is keen to continue its efforts towards citizens food wellness. End consumers participate in the development of Aroundrs solutions by recommending its benefits. The company includes them in the process by regularly asking them about their needs and assessing their level of satisfaction. Consumers are now "activist consumers".

An increasing proportion of their activities is focused on educating and raising awareness among consumers (presentations in schools, presence at markets, organisation of waste collections, visits to treatment sites, etc.).

More and more restaurant owners are interested in Aroundrs' solutions. However, the company is keen to ensure that its clients already offer quality food (organic, local, seasonal).

The contractualization process has not changed so much, given its effectiveness. Restaurant owners pay a fixed amount for each use of Aroundrs containers. As the Aroundrs container is cheaper to use than its disposable equivalent, it is financially more attractive for restaurant owners. Since paying per use alone is not profitable for Aroundrs, they have extended the range of services included in the monthly subscription. Thanks to the latter, the issue of waste in the restaurant business is fully addressed. In practical terms, Aroundrs manages the fleet of reusable containers (definition of requirements, supply, end-of-life) and supports the restaurant owner in his transition to 0 waste. To do this, the company includes in its offer cooperation with experts in the prevention of food waste.

While taking into account the negative externalities of its activity, Aroundrs has entered into a partnership with BiciDeli, a company specialized in bicycle delivery. This soft mobility player has been included in the overall offer, creating a cooperative ecosystem with the aim of meeting consumer needs as efficiently as possible.

Restaurant owners, seeing the benefits of this new global offer, are becoming loyal to Aroundrs and renewing their contracts over the long term, which ensures a degree of economic viability for the company.

Some public actors (municipalities, health insurers) have identified the positive impacts of this cooperation on their territory (better air quality, public health) and are participating in the development of this offer.

French similar initiatives 

• The PTCE of Audruicq and the Anges Gardins: a territory and actors that have become resilient thanks to the cooperation integrating the different local actors (Social Economy, private, public and citizens) and aiming at a collectively desired performance, called territorial performance.

Remarkable point: the territorial performance that could be established after many years of commitment in the first place of the Social Economy actors in Audruicq and the City Council in Loos-en-Gohelle.

To find out more: Réseau Cocagne & IEEFC.

• Workshop "Bien-vivre alimentaire" (could be translated by "citizens food wellness").