Free Coffee?

Let's start the year with an observation. More accurately it was a lack of observation on my part.

On the hunt for a beef brisket to take my new Weber iGrill thermometer on its maiden voyage, I went to a locally owned and operated supermarket. Accompanied by my son, we casually loaded up the basket (mostly with impulse buys) and headed home. As we left the car park, my son pointed out a 10-foot square sign offering a free coffee if you spent $x in store - a threshold I had surpassed despite not finding a suitable cut of meat for the BBQ. As a recruiter, I naturally love coffee - and a free coffee? Music to my ears. 

But what to do? Should I do a U-turn into the car park, go back into the store and ask them to fulfill their promise? That felt too awkward, even by my standards. Maybe it's because I declined the receipt so I felt I would have to go cap in hand explaining that I had spent the required amount. Maybe it was the feeling of being cheeky, and cheap. It was all too hard so I drove away, now craving a coffee I never knew I wanted. 

I felt cheated, which I acknowledge was a completely ridiculous overreaction. But I couldn't shake the feeling for at least an hour.

My reaction wasn't driven by thirst but by the emotion of loss. Had there been no sign, I would have been none the wiser. The shop had raised my expectations and then left them unfulfilled, which is a classic way to lose trust in your brand. 

The owners of the shop strategically chose to offer this incentive. The duopoly of supermarket chains in NZ, with whom it competes, offer arguably more valuable inducements: vouchers and discounted prices for membership. But cashback lacks the human connection of a decent Flat White. The added bonus of offering a free coffee is that customers spend more time in the store talking to the barista, forming a social bond and considering what other frivolous items they (I) could buy. It's genius, really, however, the incentive only pays off when it pays out. 

I wonder what went wrong? Was it a training issue? Do you only get your coffee if you ask for it? Did I miss the small print? Small print can get pretty large when someone wants to claim what they believe they are owed. 

I also wondered what Rory Sutherland might think of this. His Five Guys story came to mind (YouTube): "The human brain disproportionately values the extra fries because they are the fries you didn't have to give them. It's a genuine mark of generosity because it's something you give someone that you're not legally obliged to do." 

If you offer any incentive, pay it out when it's due, willingly and happily. Don't wait for your clients/employees to ask for it. Create those delightful CX/EX moments. If you are not prepared to pay out, don't offer it. We don't miss what we never had. 

PS: If would you like a free coffee, let's meet this month and talk through your plan for 2026.

PPS: Of course I will go back to the shop. Their avocados are excellent!