You’ve no doubt heard of customer loyalty cards, but encouraging customer disloyalty
? Well that’s downright charmed marketing.
Six Washington D.C.-area coffee shops have banded together to offer a disloyalty card as an “alliance against Starbucks.”
The folks behind the card, however, are distancing themselves from the notion that they’re “lashing out” against Starbucks as SF Gate suggested
in its headline—and the message is more positive.
The disloyalty card “encourages people to visit different neighborhoods, try coffee from different roasters each shop presents on their menus, and meet some awesome coffee professionals,” according to the Tumblr dcdisloyal
There are 500 cards available so far, according to DC Eater
, and at least one locale is completely out of cards.
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Dawn Shanks, a barista at Peregrine, had this to say about the program to DC Eater:
I think for baristas, one of the things we want to do well is connect with customers over coffee in a way that makes customers excited, and that makes them feel good about going into coffee shops. I hope the card is a fun way for D.C. coffee lovers to sort of explore different shops and engage with the people making coffee.