Disloyalty is sweeping the East Coast. First was Boston, then Philadelphia, now a collegial group of specialty coffee retailers in Baltimore has created a disloyalty card program.
The punch-card system gives patrons a stamp for ordering drinks at several of Baltimore’s high-end coffee bars, including Lamill Coffee, Charmington’s, Dooby’s, High Grounds, Pitango Gelato, and Sidewalk Espresso. Once patrons accrue stamps from each shop, they get a drink on the house at any of the participating locations.
The disloyalty concept is widely credited to former World Barista Champion Gwilym Davies, who executed a program among some of London’s best coffee bars in 2009. Ten coffee shops in Boston revived the concept this Spring, and Philadelphia had four shops come together earlier this year for a “hyperlocal” revival. As a source from Lamill recently told Baltimore Magazine, the goal to connect consumers to more independent shops, but also to build a sense of community among the shops.