The table below highlights design constraints surrounding the k-cup pod and Keurig machine.
With all of the design constraints, a number of competing factors and trade-offs emerge. For example, the average user has made it very clear that they value ease of use and speed, which often comes at the expense of sustainability. Users who have experimented with resuable k-cups are often unsatisfied with the additional steps and added time. This sometimes results in continued use of regular k-cups despite the environmental impact. Additionally, many users are unwilling to change their regular coffee routine if the machine they use is not broken. Consumers end up continuing to use the regular Keurig machine because they do not want to spend the money to replace it. Cost and sustainability are also competing factors. Users value low-cost, and are generally hesitant to spend more money even if it going towards a more sustainable option. Cost and sustainability are also competing factors from Keurig’s persepctive. The companies main objectives are typically to maximize revenue and reduce operating costs. Producing more sustainable products will most likely reduce Keurig’s profits.