Tired of paying for cup after cup of coffee with cash? Hard-core coffee drinkers can get their fix more easily with a coffee app, Cups, that can be used in Tel-Aviv coffee shops. For around $45 a month, those with the smartphone app can get up to a coffee drink every half-hour. Alternatively, $27 a month will get customers a coffee a day, and the app is much cheaper, in the long run, than forking out the cash. There are 55 coffee shops currently where this app can be used. Cups reimburses participating cafes for the coffee consumed.
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Cups is an app reminiscent of Belly in the United States, which has taken the concept behind loyalty card programs and has translated them to the mobile world. Founder of Cups, Gilad Rotem, wondered why individual cups of coffee were so expensive. The app is convenient for the round-the-clock coffee drinker as well as for the coffee shop owner, who can get information about customers’ spending habits and demographics, although this info is anonymous, and permission is required of the customer before this data is shared. The coffee shops also benefit from getting more traffic in their stores, and from the fact that food items, which are not part of the all-you-can-consume model, are purchased by the customer at full price.
Cups is expanding into other cities throughout Israel, and may make its way to other coffee-driven cultures, as well.