The DC Disloyalty Card Encourages Venturing Outside of Starbucks
Meghan Young — January 16, 2014 — Lifestyle
References: dcdisloyal.tumblr & psfk
Starbucks might have an unrivalled allure when it comes to specialty coffee drinks, but the DC Disloyalty Card hopes to change that, at least for those living in the District of Columbia. It inspires anti-allegiance in coffee drinkers by encouraging them to explore local cafes in different neighborhoods. The DC Disloyalty Card does so with a simple incentive. For every six cups of coffee purchased from six of the participating coffee shops, the seventh is free.
Conceived by two baristas, the DC Disloyalty Card will not only result in new coffee adventures, but also city-wide ones as well. Dawn Shanks, a Peregrine Espresso barista, notes, "It also reflects the connection all the individual shops have with one another--the coffee community is a supportive and close-knit group.”
Conceived by two baristas, the DC Disloyalty Card will not only result in new coffee adventures, but also city-wide ones as well. Dawn Shanks, a Peregrine Espresso barista, notes, "It also reflects the connection all the individual shops have with one another--the coffee community is a supportive and close-knit group.”
Trend Themes
1. Specialty Coffee Exploration - Businesses can create programs that encourage coffee drinkers to venture outside of the mainstream coffee chains and explore local cafes in different neighborhoods.
2. Incentivizing Customer Loyalty - Companies can offer reward cards or programs that provide free or discounted products after a certain number of purchases, fostering loyalty and customer engagement.
3. Building Local Coffee Communities - There is an opportunity to create platforms or initiatives that unite various local coffee shops to support and promote each other, enhancing the sense of community and collaboration within the industry.
Industry Implications
1. Coffee Retail - Coffee retailers can adopt anti-allegiance programs to attract customers and increase foot traffic to their stores, fostering a sense of exploration and discovery among coffee drinkers.
2. Loyalty Programs - The loyalty program industry can develop new strategies and technologies that empower businesses to incentivize customer loyalty through unique rewards and incentives.
3. Social Networking Platforms - Social networking platforms can create online communities or apps that connect local coffee shops and facilitate collaboration, communication, and resource sharing among coffee enthusiasts and caffeine aficionados.
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