This piece first appeared on The Jew and the Carrot blog at the Forward.
Do you have a caffeine addiction to feed, but not much money to do so? Then consider moving to Tel Aviv. Since September, Tel Aviv residents have been able to get all the coffee they want for NIS 169 ($45) per month, thanks to a new loyalty program called CUPS-Unlimited Coffee.
The program “goes across not a specific chain, but across independent and franchise stores we signed up for the program,” Alon Ezer, the company’s CEO, told The Times of Israel. “As far as I know, this is the only such loyalty program anywhere in the world, and it holds a great promise for not only coffee shops, but for brick-and-mortar retailers of all kinds.”
It’s really quite simple: A customer pays the monthly all-you-can-drink fee, or alternatively NIS 99 ($27) per month for just one cup of coffee per day. A map on an app that you download to your iPhone or Android phone shows you where all the participating cafes and coffee kiosks are, including the one closest to you. You go to any of the establishments, order any drink you want (no matter how fancy, frothy or creamy), let the barista tap a code into the app on your phone, and you’re done…at least for the next 30 minutes. After half an hour, you can do the same thing all over again at the same café. If you absolutely cannot wait the 30 minutes, then you can go to another participating café and order that second cup right away.
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© 2013 Renee Ghert-Zand. All rights reserved.