Wake up, restaurant operators! If the news has missed you, let this be a last-minute warning that Thursday is National Coffee Day, and restaurants everywhere are vying to suck down their share of business from the bean-y beverage’s scores of patriots nationwide.
That’s right, "patriots," because if there were such things as "national drinks," coffee would surely be the nectar of our nation. Though in the earliest colonial days of the country, most settlers preferred booze and its sedating effects to the more energizing qualities of a typical cup of java, one crazed king back home and the realities of Revolutionary War soon made coffee so popular that these Americans-to-be began hoarding the stuff, according to historical record.
It was the Industrial Revolution in America and that daily ritual of reporting to the workplace that really drove coffee’s popularity in the late 1800s and early 1900s. And it makes sense, doesn’t it? After all, how much business do restaurants do merely because Americans wouldn’t dream of walking into the workplace without a previous stop for a hot cup of java to "wake them up" for the day’s workload? Heck, it makes us feel downright patriotic.
In that sense, it may be a restaurant’s duty to celebrate this beverage annual day, just as it is a restaurant’s customers "duty" to stop by Thursday to pay homage to the beverage’s day of celebration. So, interested in what the competition is doing? Here is a brief round-up of some of the larger chains’ initiatives:
- Krispy Kreme:Coffee is only half of the equation this Thursday, when the chain pays tribute in the way it knows best, with a free glazed doughnut to dunk in the day's free cup of java.
- At Starbucks:Renewing the resource is the order of the day since customers, who buy a Mexico Chiapas coffee there this National Coffee Day, will also be helping the world’s coffee growers through the chain’s One Tree for Every Bag initiative. For every bag of coffee purchased, a coffee tree will be planted to help farmers impacted by the damaging fungus known as coffee rust. Starbucks’ goal is to ultimately plant 20 million coffee trees through the program. The chain has already donated funds to plant 18 million rust-resistant coffee trees in just one year. According to a news release, each tree planted will grow enough green coffee to produce a pound of finished coffee.
- At McDonald’s in greater Philadelphia: National Coffee Day is the kick off to the chain's campaign to benefit homeless individuals through the Pennsylvania and New Jersey Covenant Houses.Southeastern Pennsylvania and southern New Jersey units will give 100 percent of all McCafe drip coffee to the charity to assist about 2,500 homeless people annually and provide safe housing for 500 youngsters each year. The money is also used to promote job opportunities for Covenant House youth and introduce them to McDonald's Archways to Opportunity employee education initiative.
- Dunkin’ Donuts: Coffee Day is a platform to promote the chain’s 66th birthday. For 66 cents this Thursday, customers can get a cup of the chain’s roast to celebrate.
- Maui Wowi: Online customers will receive half off a 12-ounce bag of gourmet Maui Wowi coffee by using a special code Thursday. The chain is also bringing back three seasonal LTOs coffee offerings on Oct. 1, including Maui Mountain Roast, Pumpkin Spice Latte and Peppermint Mocha.
- At Pilot’s Flying J Travel Centers:Although it seems a little traitorous, customers you can actually get a cup of tea on National Coffee Day. They can also get a free cappuccino at the chain to celebrate this day, but then, is that really coffee?
Topics: Coffee / Specialty Beverages
Award-winning veteran print and broadcast journalist, Shelly Whitehead, has spent most of the last 30 years reporting for TV and newspapers, including the former Kentucky and Cincinnati Post and a number of network news affiliates nationally. She brings her cumulative experience as a multimedia storyteller and video producer to the web-based pages of Pizzamarketplace.com and QSRweb.com after a lifelong “love affair” with reporting the stories behind the businesses that make our world go ‘round. Ms. Whitehead is driven to find and share news of the many professional passions people take to work with them every day in the pizza and quick-service restaurant industry. She is particularly interested in the growing role of sustainable agriculture and nutrition in food service worldwide and is always ready to move on great story ideas and news tips.