DC Disloyalty Card
There’s a new trend emerging among small businesses that has changed the way we think about customer loyalty and the way small businesses think about their competitors. Case in point: The Disloyalty Card, available in Washington, D.C., rewards customers for visiting six independent coffee shops in the district.
For as long as we can remember, big chains and small businesses alike have been rewarding regular customers for repeat visits. You know the drill: buy nine salads/subs/coffees, get the 10th free, maybe with a free snack along the way. It may come in the form of a hole punched in your card or a credit card-style swipe, and you can find them anywhere from Starbucks to local salad chain Sweetgreen. (We even have our own version at Delucchi Plus: Write 10 blog posts and you’re handily rewarded. +1 card punch for this post!)
In contrast, the Disloyalty Card promotes trying new things and supporting the city’s independent coffee shops. One visit to each of these six shops earns you a free coffee at any location you choose.
What at first seems like an odd concept makes total sense when you consider what life is like for an independent coffee shop (with one or two locations ) in today’s Starbucks-on-every-corner world. Smaller shops are competing less with each other and more with brewing behemoths like Dunkin’ Donuts and Starbucks. As the saying goes, “the enemy of my enemy is my friend.” By teaming up, and utilizing an unconventional tactic like a Disloyalty Card, these shops not only give people a reason to try their coffee and come back if they like it, but it also creates a story that spreads through word of mouth, on news outlets and in blog posts.
The DC Disloyalty Card can be found at these six coffee shops while supplies last:
The Delucchi Plus Blog MVP Card can only be found at Delucchi Plus. Just nine to go…
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