In London, a cafe encourages its customers to be disloyal
In London, Gwilym Davies & Prufrock Coffee has launched a ‘disloyalty card’ to encourage customers to go and test coffee from other brands to expand their palate.
Gwilym Davies & Prufrock Coffee prides itself on offering the best coffee in London. They’ve come up with a card which allows its customers to enjoy a free coffee once their ‘disloyalty card’ has been stamped by eight competitors.
More than just earning brand loyalty from customers, the concept aims to educate the customer’s palate. This initiative goes against the grain but gives the café a great image, showing it is willing to take on its competitors, underlining the quality of its products.
Gwilym Davies & Prufrock Coffee is very similar to oenology: the disloyalty card is designed as a sort of initiation which allows the brand to share their passion for coffee.
The initiative is working: more than 6,000 cards have been distributed in the first six months. It’s also appealed to other café owners in the area who have benefited from an increase in customers. The manager of Gwilym Davies & Prufrock, Jeremy Challender describes the idea as ‘healthy competition’, aiming to create a relationship based on trust with the customer, showing the brand is continually trying to improve its products.
23-25 Leather Lane
London EC1N 7TE