The Disloyalty Card

A few months back, James Hoffmann reported that Gwilym Davies, the 2009 World Barista Champion, had implemented a rather unique idea for his cafe: the disloyalty card.

His card lists eight nearby cafes in London that the cardholder must visit and try a coffee. After sampling all eight and collecting the required stamps, Gwilym provides a free coffee from his shop. His idea sends customers to his competitors.