Year 1=31.
Year 2=32.
63 gifted coffees.
63 Joyalty* Moments of Magic
In January 2024 I decided to participate in a personal 12-month experiment, gifting my 10th free coffee to the next person in line.
However, my specific twist on this was I wanted to do it anonymously.
I did not want to know who the ‘gift of coffee’ was given to.
To do this, I needed the support of my local @Fergus café and the owner David, his barista and the service team, all of whom would be gifting the coffee on my behalf.
They all willingly agreed.
2024 was year 1 and we gifted 31 coffees or as I prefer to say, 31 Joyalty* Moments of Magic!
In January 2025 I decided to gift the 10th again
David and his team willingly agreed.
The same process was followed as last year.
I did not know who received the gift.
I did not see the joy and delight of the person receiving their coffee fix for free.
However, the team at Fergus did tell me of the OMG moments and surprise of those customers who were the random recipients of the gifted coffee.
This year, we gifted to 32 coffees to the café visitors and for each one there was delight and joy – a Joyalty* Moment of Magic.
Personally, I realised that the act of giving, no matter how small, can have an impact on those directly receiving it and on those who loved sharing the gift.
Giving in silence
As 2026 begins, I reflect on the impact of this 2nd year.
The gifting of a free coffee without knowing the giftee has had a sustained positive impact on me, on the team who helped me give and those who have been receiving.
- It reinforced my belief that small, intentional acts of kindness can have profound impacts – not only on the recipients but also on those who facilitate and witness them.
- In 2026, what can you do to create a Joyalty* Moment of Magic? Whether as an individual or a business, consider how you might integrate generosity into your daily interactions. Even the smallest gestures can make a world of difference. A compliment, a smile, a handwritten note or, yes, a free coffee!
- Let’s reimagine loyalty, not just as a transaction, but as a celebration of the emotional connections that bind us together through Joyalty* Moments of Magic.
As 2026 is now upon us, what can you do to gift a Joyalty* Moment of Magic?
(Joyalty* Moments of Magic = Your customers’ feeling of maximum joy and delight from one or a series of Moments of Magic (MoMs) delivered by your business)
Thank you to David and team at Fergus for being the team behind the ‘The 2nd year of gifting the 10th free coffee to a stranger’
