In the town where I live there are several places to buy coffee. The one closest to me, the Lucky Bean Cafe, which does happen to be by far my favourite, is a locally owned independent shop in a heritage building. The place is less than a year old, and the owner is working hard to succeed. It’s not easy in a smaller market where there are other coffee shops owned by either well established regional chains or large multinational corporations. Offering better coffee, better food, better decor, better atmosphere, and at reasonable prices, is an excellent start.

One small but significant promotional thing that the Lucky Bean offers is a loyalty card. Seven stamps and you get a free hot beverage of your choice. It’s not flashy, it’s simple and effective. McDonald’s, a fast food chain which you may have heard of, has been doing much the same thing for years.