Thoughtful - Pure

Thoughtful: Sustainability at Pure

Everyone has one of these pages, you know the ones, talking about all the great things that they do. The reality is that being a sustainable business is hard. Balancing convenience for our customers and our responsibility to the environment is a real challenge. It takes time and money to make even the smallest changes. We know there’s a lot we need to improve, but here’s what we’ve achieved so far:

Our stores

We are the only high-street brand to offer free filtered water in our shops. Our water stations are accessible to all customers. No need to ask for us to fill-up your bottle for you. You can fill-up anytime, even if you’re not buying anything. And if you don’t have your own bottle, you can buy one of our reusable water bottles too!

We offer a £1 reusable cup discount on all hot drinks, and if you don’t have a cup you can buy one of our collapsible, reusable cups in any store. Almost 20% of coffees sold at Pure are now served in a reusable cup and all our team members have their own cup, helping us to save 350,000 single-use cups a year.

We are part of the National Cup Recycling Scheme, the UK’s largest paper cup recycling initiative. The Scheme is a voluntary industry collaboration of major retailers, waste collectors and UK paper mills and has now recycled over 150 million cups since its launch in 2018. To find out more, visit cuprecyclingscheme.co.uk

We don't charge extra for plant based milks, so you can enjoy Oatly Barista, Soya, Almond or Coconut milk for free with any of our coffees, teas or specialty drinks.

We use energy from 100% renewable sources at all shops where we buy the energy ourselves.

Our reusable bottles are made in the UK, you can pick one up in any store for just £6.99 and refill for free anytime. We donate 50p from every bottle sold to Belu Water, who give it to their charity partner, WaterAid.

Our food

We make our food in our on-site kitchens, and label each dish with the ingredients and allergens contained. You can also find our full ingredient list and nutritional information for every product on our menu pages.

Our delicious blend of 100% Arabica coffee is locally roasted and Rainforest Alliance Certified, then ground to order and served with organic milk (or your choice of free plant milk).

We use British beef, Free Range British chicken and Scottish salmon across our menu.

Our Super Eggs are made with Clarence Court British free-range eggs, from traditional breed hens that enjoy a life of privilege roaming free on England's green pastures from dawn until dusk.

We are committed to making it easy and delicious for people to reduce the amount of meat they eat, that’s why three quarters of our dishes are vegetarian and over half are vegan.

To help reduce food waste from our kitchens, you can find us on Too Good To Go - the brilliant app that helps pair unsold food to customers, at a fraction of the retail price. Since we joined the platform in 2023, together we have saved over 50,000 meals from going in the bin. That translates to a whopping 125,000kg CO2e saved – enough to offset charging 22 million smartphones!

Our team

Our teams are not employed on zero-hour contracts (unlike a number of other brands in our sector).

We pay significantly over the minimum wage. Entry level pay is now £11.45 (including £1 per hour London bonus). We have consistently paid above the minimum wage and will continue to do so.

We’re proud that over 80% of our General Managers started working with us as Team Members, and 95% of our Assistant Managers also started in our kitchens.

Our packaging

Our handmade Grain Bowls are served in packaging made from 100% recycled plastic and are fully recyclable.

In all the shops where we control our waste management, we send zero waste to landfill; anything which isn’t recycled is converted to fuel.

Our wooden catering boxes are 100% biodegradable and we work with the Woodland Trust to provide care and protection for trees in British Woodlands.

Our plastic packaging and paper bags are 100% recyclable.

We serve free filtered water in our stores, but if you really have to buy a bottle we serve Belu water in bottles made from 100% recycled plastic.

Our sustainability journey

Since opening in 2009 we have always put sustainability before profitability. We are so proud that our business is leading the way on making sustainability more convenient. And this is just the start...

We believe that doing good is just as important as serving good food, which is why we are constantly looking for new ways to achieve our sustainability goals. To offer your thoughts on how we can improve, please get in touch below: