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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.
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« 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.
This entry was posted in News, Opinion and tagged brilliant , disloyalty card , wilym davies, marketing, wbc. Bookmark
the ermalink. ost a comment or leave a trackback: Trackback URL.
52 COMMENTS
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GeorgePosted December 17, 2009 at 1:58 am | Permalink
Brilliant.
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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.
Like or Dislike: 1 0
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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
Posted December 17, 2009 at 2:59 am | ermalink
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
Posted December 17, 2009 at 3:09 am | ermalink
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
Posted December 17, 2009 at 3:29 am | ermalink
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
Posted December 17, 2009 at 3:46 am | ermalink
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I give it about a month until a chain somewhere adopts and bastardizes the idea. By the way,
“embiggen?”
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Brett
Posted December 17, 2009 at 6:32 am | ermalink
“embiggen” is a simpsons creation don’t know if it has made real word status yet though.
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Tim
Posted December 17, 2009 at 7:52 am | ermalink
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
Posted December 17, 2009 at 8:03 am | ermalink
I had only ever heard it before in the context of “look at ‘em biggens!”
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Glenn
Posted December 17, 2009 at 8:29 am | ermalink
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
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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
Posted December 17, 2009 at 10:59 am | ermalink
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
Posted December 20, 2009 at 2:44 pm | ermalink
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.
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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
Posted December 17, 2009 at 1:31 pm | ermalink
Damn – that is a beautiful! Gwilym is an absolute gentleman.
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Stephen Morrissey
Posted December 17, 2009 at 1:52 pm | ermalink
its perfect, who designed it?
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Mike
Posted December 17, 2009 at 4:37 pm | ermalink
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great idea Gwilym…. I wonder if any quality restaurants will follow suit?
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Gary Whiteley
Posted December 17, 2009 at 5:30 pm | ermalink
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
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Posted December 17, 2009 at 8:09 pm | ermalink
A lovely idea to compete against the big behemoths! :)
-b
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tibor
Posted December 17, 2009 at 9:16 pm | ermalink
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
Posted December 18, 2009 at 1:51 am | ermalink
Hmm, too bad I can not recommend any in my town.
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Gautam
Posted December 18, 2009 at 8:32 am | ermalink
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Amazing Idea Superb….. I am jumping
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Ola Brattås
Posted December 18, 2009 at 11:04 am | ermalink
Jebediah Springfield: “A noble spirit embiggens the smallest man.” You embiggen us, Gwilym!
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Nate
Posted December 18, 2009 at 5:59 pm | ermalink
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
Posted December 19, 2009 at 1:44 pm | ermalink
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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
Posted December 20, 2009 at 3:23 pm | ermalink
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
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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
Posted December 22, 2009 at 10:19 am | ermalink
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
Posted December 22, 2009 at 11:23 am | ermalink
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
Posted December 22, 2009 at 11:58 am | ermalink
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
Posted December 22, 2009 at 3:06 pm | ermalink
I really like this. Wonderful!
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Isabela
Posted December 22, 2009 at 7:56 pm | ermalink
Great idea! Contemporary and fun! I wish I were there to be this disloyal.
Like or Dislike: 0 0
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Devin
Posted December 24, 2009 at 3:42 pm | ermalink
1$ to the first establishment to do this in the US.
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Nana Holthaus-Vehse
Posted December 26, 2009 at 7:28 pm | Permalink
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
Posted December 31, 2009 at 10:26 pm | Permalink
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.
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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
Posted February 16, 2010 at 1:09 pm | ermalink
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
Posted February 23, 2010 at 3:00 pm | ermalink
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
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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!
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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
•
BY [BLOCKED BY STBV] UBERVU - SOCIAL COMMENTS ON
DECEMBER 17, 2009 AT 2:07 AM
•
BY THE DISLOYALTY CARD - ST. EUTYCHUS ON DECEMBER 17,
2009 AT 3:25 AM
•
BY HOW ABOUT A DISLOYALTY CARD FOR YHZ ZANE ?? «
DAILY YHZ ESPRESSO ON DECEMBER 17, 2009 AT 4:16 AM
•
BY THE ALTERNATIVE LOYALTY CARD – GWILYM DAVIES’
DIS-LOYALTY CARD ON DECEMBER 17, 2009 AT 11:34 AM
•
BY KANTA-ASIATTOMUUSKORTTI : DAILY DIEGO ON JANUARY
20, 2010 AT 7:24 AM
•
BY MAKING ARGS LOCAL AND SOCIAL ON FEBRUARY 11, 2010 AT
11:12 PM
•
BY GWILYM’S DISLOYALTY CARD « CREATIVITY,
INNOVATION, AND TECH – 지 지 ON FEBRUARY 12, 2010 AT 11:58
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
•
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
•
BY NUDGE BLOG · ASSORTED LINKS ON APRIL 13, 2010 AT 3:20
AM
•
BY ALEXIA GOLEZ » BLOG ARCHIVE » THE DISLOYALTY
CARD ON APRIL 13, 2010 AT 4:49 PM
•
BY RISTRETTO | DISLOYALTY - T MAGAZINE BLOG -
NYTIMES.COM ON APRIL 14, 2010 AT 5:12 PM
•
BY “DISLOYALTY” CARD – CLEVER MARKETING —
MARKETING SOCIAL CHANGE ON APRIL 15, 2010 AT 6:53 PM
•
BY A DIS-LOYALTY & THE WORLD’S BEST COFFEE |
KRISTOFER MENCÁK ON APRIL 18, 2010 AT 9:20 PM
•
BY NEIGBORHOOD COFFEE « COFFEE TRIALS AND DARES ON
APRIL 29, 2010 AT 9:18 AM
•
BY SEATTLE’S DISLOYALTY CARD | COFFEE HERO ON MAY 23,
2010 AT 6:12 PM
•
BY MOST LIKELY TO… » …MAKE A SWEET FLAT WHITE ON
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
•
BY ANNOUNCING THE 417COFFEE DISLOYALTY CARD |
417COFFEE ON JUNE 11, 2010 AT 6:28 PM
•
BY THE GREAT TO GOOD MANIFESTO – UMAIR HAQUE –
HARVARD BUSINESS REVIEW | SUNZOO STUDIOS ON JULY 30,
2010 AT 6:09 PM
•
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