Thursday, October 05, 2006
That Red Hot Chili Peppers song, "Give it Away," says "why everybody wanna keep it like a Kaiser? Give it away, give it away, give it away now." He's sure not talking about business strategy, but it's good advice nonetheless. Consider Breaking New Grounds, my favorite coffee shop lo these many years. I'm sitting here using our free eCoast wi-fi and sipping Kona Extra Fancy coffee. For those of you without a personal barista on staff, Kona hails from the fertile ashen slopes of Hawaii, is as smooth as it is complex, and oh yah, costs you a tidy $29.95 per pound. Now, they almost never brew Kona for individual sale -- it's a once in a blue moon thing, maybe twice a year. I was trying to decide between french roast and house blend when I noticed Kona on today's fresh-brews menu. "Hold the phone! It's a Kona Day!" Here's the genius bit -- they don't charge anything extra for the cup o' Kona. I have my own mug, so they charged me the regular medium price of $1.60. So this Rolls-Royce of coffees instantly becomes available to the common man! Now, I've already told another Kona-crazy friend about this red-letter day, she'll probably tell somebody else, and of course I'll be reminded to buy a pound as a Christmas present (and one for myself!). BNG (as we regulars like to call it) gets a little buzz of people talking, gives a little something back to its customers by offering a special product at regular price, but more importantly, it solidifies its reputation as the place to go for the best coffee in town. That's good marketing. [Slurrrrrp!] And damn good coffee.