Totally a personal preference! The original placement upon production is flat end facing down. You'll see that the pouch is shaped in the same way as the cup. The straight side is below and round part is above. However, so it's totally up to you. Many of our customers prefer the other way around as they report that the circular end scoops their bad boys much better. So, it's definitely worth trying it both ways. Hey, we're not gonna tell you how to live your life.