the disloyalty card coffee

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Gwilym’s disloyalty cardBY PUBLISHED: DECEMBER 17, 2009

Let me start by saying that this has to be one of the best ideas I’ve seen in ages. I’m

very pleased and very excited by this.

Gwilym Davies – you know, the current World Barista Champion – has come up

with a rather splendid card: the disloyalty card.

The idea is simple: If you go and drink coffee at 8 interesting, quality focused cafes

around (mostly) East London then he will say thank you by making you a coffee for

free.

(click to embiggen)

I just think this is brilliant. There is no catch, it isn’t some cunning ruse to sell

more coffee. It might work if one roaster supplied all the places on the card – but

there is a complete mix from Burgil to Union, from Square Mile to Nude’s in house

espresso. Gwilym just wants people to go and try coffee in different places.

jimseven ames Hoffmann's blog.

of 24Gwilym’s disloyalty card | jimseven

8/2/2010http://www.jimseven.com/2009/12/17/gwilyms-disloyalty-card/



« 7 tips for dialling in an espresso blend UBF

This man is a great ambassador for coffee.

So swing by Prufrock Coffee in Present at 140 Shoreditch High Street, grab a card

and then have a little tour of some great cafes around Central and East London.

There is one of the best baristas in the world at the end of it, waiting to give you a

delicious drink to say thank you. Superb.

Like 236 people like this.

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52 COMMENTS

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GeorgePosted December 17, 2009 at 1:58 am | Permalink

Brilliant.

Like or Dislike: 0 0

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Greg Dawson

Posted December 20, 2009 at 6:12 pm | ermalink

See, it’s the type of brilliance that makes you a barista champion.






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Mark

Posted December 17, 2009 at 2:12 am | Permalink

This is one of the most brilliant ideas I’ve seen in the coffee biz in quite some time. I’m totally

stealing this idea for Vancouver, if local cafes want to come on board.


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David Makin

Posted December 17, 2009 at 2:31 am | ermalink

Fantastic idea Gwilym!

How about an international card next??


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Bradley


Awesomeness! This is precisely the sort of thing which I’ve been unrepentant in advocating for

years. Strong work, Mr Davies. East London, baby!






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Robert Dall


This is quite possibly one of the best idea’s I have ever seen. I love it. We need to bring this to

Vancouver!!!


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Matt


Pure Genius!

“Loyalty cards” usually put me off & I am sometimes tempted to black ban said venue, but this is a

concept I find very attractive.

Curious to see if someone in Melbourne would have the balls to carry out a similar (/selfless)

program for the good of the industry.


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Andrew Hetzel






I give it about a month until a chain somewhere adopts and bastardizes the idea. By the way,

“embiggen?”


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Brett


“embiggen” is a simpsons creation don’t know if it has made real word status yet though.


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Tim


Yeah, Starbucks will do it. Visit all 32,495,044 stores worldwide and get a free muffin with your

next purchase.


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Andrew Hetzel


I had only ever heard it before in the context of “look at ‘em biggens!”






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Glenn


Visionary!

Well done Gwilym.

The East End scene has exploded recently and this is a great thing for London and coffee lovers

from all over the world.


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matPosted December 17, 2009 at 9:11 am | ermalink

excellent idea!!


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Greg Costello

Posted December 17, 2009 at 9:20 am | Permalink





the dis-loyalty card is a brilliant kick in the guts for loyalty cards that focus people on FREE rather

than paying a reasonable price for a coffee thats an amazing experience. This will go viral.Credit

where credits due.


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Vincent Roman


I love the notion of encouraging people to visit multiple coffee shops in an area, but i think the

notion of sellig it as a disloyalty card is kinda dumb. Celebration of diversity ain’t quite disloyalty.

And loyalty doesn’t have to be a bad thing.

I love BRILL in Exmouth Market. BEST coffee that side of old street round about and I go there

daily. I go to support them, not because I get a freebie, but I would be dumb not to, and I support

them by my on-going custom.

Supporting more than 1 shop by raising their custom isn’t necessarily a bad thing! Counter-culture

died int he 60's you have to think consumerism these days :(


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James Hoffmann


I don’t think calling it a disloyalty card is dumb, I think it is a very quick and easy way of

communicating what the card/idea is.





This isn’t about commerce – it is about an ambassador for an industry celebrating its growing

community. It gets people talking about coffee in (East) London and hopefully exploring it a bit

more. In the end those doing a good job will benefit.


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Bevan


Damn – that is a beautiful! Gwilym is an absolute gentleman.


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Stephen Morrissey


its perfect, who designed it?


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Mike






great idea Gwilym…. I wonder if any quality restaurants will follow suit?


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Gary Whiteley


What a fantastic idea. Just a thought, how about printing up a batch in June and handing them out

to all the attendees at the WBC in order to give them a chance to crawl round Londons cafes?

Perhaps as an insert in the programmes. Im sure the guys from Barista magazine would be up for

that if they do the programmes again.


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Sarah Allen

Posted February 11, 2010 at 6:49 pm | Permalink

Gary, yes we would be up for it! And yes, Barista magazine is indeed producing programs for

the WBC again this year. I’ll talk to Cindy about it!


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Bea






A lovely idea to compete against the big behemoths! :)

-b


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tibor


Lovely. This is one of the reasons why I want to come to London for a coffee tour. Until that comes

around, I’ll be sending my friends. :)


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Albert


Hmm, too bad I can not recommend any in my town.


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Gautam






Amazing Idea Superb….. I am jumping


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Ola Brattås


Jebediah Springfield: “A noble spirit embiggens the smallest man.” You embiggen us, Gwilym!


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Nate


It’s refreshing to see things like this! Why not ‘share the wealth’ so to speak. If you are dedicated to

your craft, and you provide your customers with quality they will come back for more. It is an

exceptional service to the customer to point out other quality driven cafés. Whether or not this is a

calculated marketing technique or not, it will prove to be beneficial for Mr. Davies’ own business!


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Furlow






This is great idea, but I can’t help but tell you how much im loving all the cafe names around

london they all sound so good. My 6th cafe is callled cool beans and I think I want to change it for

something more original.


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P.A.Butch


A couple of weeks ago we thought, how it would be great, if our regular customers could have a free

cup of coffee while travelling abroad.

The idea was to make a list of recommended coffeeshops, where we have been or we know owners,

and we are sure of coffee quality. We believe this program will be a kind of educational program, it

will show difference in espresso culture, trends, and will help us to establish new brewing methods

and tastes profile. Besides we do know how it is difficult to find good place, good cup of coffee

when you are abroad.

Customer would receive the list, some kind of, “Country…City…Coffee shop…Address…”. To get a

free cup of coffee in one of these best world coffee shops, customer would have to show the loyalty

card of ours.


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Tim

Posted December 21, 2009 at 10:24 pm | Permalink





great idea. and since they would end at his shop and present the card, he’d make sure his was the

best cup of their trip. i once went to a shop in my city and the barista did everything wrong (didnt

even tamp). and after handing me my latte, she said “this will be the best latte you’ve ever had” and

i thought, maybe if it were my first. i’m glad to see a barista who recognizes and encourages

customer comparisons.


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deb


I love the idea of the disloyalty card. I hope these are around for my next visit to London. What a

great way to get to sample London’s coffee hot spots and get a freebie at the end! You might like to

check out my caffe latte blog and see the range of weird and wonderful caffe lattes one can

experience in Australia and beyond. http://caffelatteexperiences.blogspot.com/


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lyn


Brilliant – hopefully this will encourage places like starbucks to learn how to make nice coffee –

and stop burning the milk!! (Maybe there should be a staff swap training for the chains with a card

like this for the coffees made successfully at different coffee shops. )***Best Coffee places in

London Bridge are Monmouth & the tasting room***






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sk


The really clever part is that when novices have done the tour they may haveacquired a

knowledgeable palate for seriously good coffee and will appreciate the barista-masters brew on

another level. So clever! I love this idea.


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Adam Sieff


I really like this. Wonderful!


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Isabela


Great idea! Contemporary and fun! I wish I were there to be this disloyal.






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Devin


1$ to the first establishment to do this in the US.


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Nana Holthaus-Vehse


Only saw this now. What a great idea. I would go even further and log these coffee spots on google

or put a map on the backside of this card.

Fantastic…..

Regards,

Nana.


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Julie


Brilliant idea, if you ever do an international version, we are in Dordrecht, Netherlands !!!!






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Susan

Posted January 8, 2010 at 8:57 pm | ermalink

I am a barista and coffee roaster in Colorado. My dad is a captain for United Airlines and makes

London a very frequent layover destination. I passed along the info about Gwilym’s card and he

took up the challenge. He spent all day today going to the shops. I must live vicariously through

him for now! It looks like he had a lot of fun and a lot of great espresso!


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Stian Horne

Posted January 24, 2010 at 6:44 pm | ermalink

http://twitter.com/stianhorne/status/8157935981


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Lee Wardle

Posted February 1, 2010 at 10:47 am | Permalink

Thats an amazing idea! Unfortunatly If I did this in North Devon there would just be our place on

there. Oh dear.





Lee


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Rebecca

Posted February 5, 2010 at 7:45 pm | Permalink

Its a shame though that not all of these places sell decaffeinated coffee – why not?


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Lee Wardle

Posted February 8, 2010 at 11:51 pm | ermalink

I can’t speak for anyone on the card but finding a decaf bean of a good quality is quite a

struggle…..what is the demand in London?


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CaymanPosted March 5, 2010 at 5:49 pm | Permalink

Climpsons does a great decaf Flat White.

I go decaf when I have had a full strength and want another hit of that lovely silky expereience,

but need to keep a few slots on my daily coffee quota for later in the day.






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Michael


For anyone else who is planning a tour here’s a google map with all the cafes listed:

http://bit.ly/gwilyms-disloyalty-card


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Matt

Posted February 22, 2010 at 3:42 am | ermalink

Looks like the Aussies have come to the party now too :D

Cafes: @sevenamcafe & @StudioMovida are organising BeanThere for the ultimate Melbourne

coffee experience.

Melbourne cafes who want to be involved, check out http://www.beantheretour.com for more

info!


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Simon Henderson


I used to work with Gwilym many years ago when he was one of the Managers of Cuppa-Cino in

Clapham junction station (when we really cared about the coffee!) with Jorge of ‘Fernandez and

Wells’.

We had an artisan take on Espresso even when people were sweating to catch their train (we held

many a train to get the person and their drink on board in time! Ah the good old slam-doors!)

I saw an article on Gwilym when he’d won the Championship, I was well impressed!

I’d like to get in touch with him to give him my congrats and to make a coffee or two as well, but

he’s a hard man to find. Any tips on finding him would be greatly appreciated… other than staking

out his shop and coffee cart… I’m not down with stalker behaviour!


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jonoPosted March 20, 2010 at 6:30 pm | Permalink

Great idea. Most of those cafes are though from Bloomsbury to Barbican not East London….


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Sarah Dooley

Posted April 8, 2010 at 9:51 pm | Permalink





Thank you James for posting this concept and of course Gwilym! Seattle area coffee shops are just

about to release our version of this brilliant idea. We LOVE it!


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Paul

Posted April 16, 2010 at 12:48 am | ermalink

Put simply, this is an excellent iniative / idea !


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bb

Posted April 16, 2010 at 6:45 pm | Permalink

I don’t know what I like more – the card concept or the fact that there’s a coffee joint called

Prufrock Coffee in London. Brilliant.


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Devin

Posted June 27, 2010 at 1:23 pm | ermalink

Toronto’s adopted a disloyalty card!





22 TRACKBACKS

http://www.thestar.com/living/food/article/794054–disloyalty-has-its-privileges


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BY TWEETS THAT MENTION GWILYM’S DISLOYALTY CARD --

TOPSY.COM ON DECEMBER 17, 2009 AT 1:59 AM

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BY [BLOCKED BY STBV] UBERVU - SOCIAL COMMENTS ON

DECEMBER 17, 2009 AT 2:07 AM

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BY THE DISLOYALTY CARD - ST. EUTYCHUS ON DECEMBER 17,

2009 AT 3:25 AM

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BY HOW ABOUT A DISLOYALTY CARD FOR YHZ ZANE ?? «

DAILY YHZ ESPRESSO ON DECEMBER 17, 2009 AT 4:16 AM

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BY THE ALTERNATIVE LOYALTY CARD – GWILYM DAVIES’

DIS-LOYALTY CARD ON DECEMBER 17, 2009 AT 11:34 AM

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BY KANTA-ASIATTOMUUSKORTTI : DAILY DIEGO ON JANUARY

20, 2010 AT 7:24 AM

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11:12 PM

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PM

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BY 3 OBSERVATIONS ON THE ‘BEST COFFEE IN LONDON’… «

TODAY AT DOUBLESHOT… ON MARCH 1, 2010 AT 7:57 PM

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BY LONDON « PER NORDBY ON MARCH 26, 2010 AT 4:34 PM•

BY FROM SOCIAL MEDIA TO SOCIAL STRATEGY ON APRIL 2,

2010 AT 7:29 PM

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BY NUDGE BLOG · ASSORTED LINKS ON APRIL 13, 2010 AT 3:20

AM

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CARD ON APRIL 13, 2010 AT 4:49 PM

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BY RISTRETTO | DISLOYALTY - T MAGAZINE BLOG -

NYTIMES.COM ON APRIL 14, 2010 AT 5:12 PM

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BY “DISLOYALTY” CARD – CLEVER MARKETING —

MARKETING SOCIAL CHANGE ON APRIL 15, 2010 AT 6:53 PM

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BY A DIS-LOYALTY & THE WORLD’S BEST COFFEE |

KRISTOFER MENCÁK ON APRIL 18, 2010 AT 9:20 PM

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APRIL 29, 2010 AT 9:18 AM

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BY SEATTLE’S DISLOYALTY CARD | COFFEE HERO ON MAY 23,

2010 AT 6:12 PM

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JUNE 8, 2010 AT 8:09 PM

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BY THE HARMONIOUS BRAND | COFFEE BUSINESS

STRATEGIES ON JUNE 9, 2010 AT 9:07 PM

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BY ANNOUNCING THE 417COFFEE DISLOYALTY CARD |

417COFFEE ON JUNE 11, 2010 AT 6:28 PM

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HARVARD BUSINESS REVIEW | SUNZOO STUDIOS ON JULY 30,

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