2024:Year 1 = 31.
2025:Year 2 = 32.
2026:Year 3 = 33.
96 gifted coffees.
96 Joyalty™ Moments of Magic (JMoMs)
In January 2024 I decided to participate in a personal 12-month experiment, gifting my 10th free coffee to the next person in line.
Buy 9, pay for the 10th (the free one) and gift it to the next person.
Anonymously.
I did not want to know who the ‘gift of a free 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 AKA 31 Joyalty™ Moments of Magic!
2025 was year 2 and we gifted 32 coffees AKA 32 Joyalty™ Moments of Magic!
In 2026 I decided to pay for and gift the 10th again.
This time I set the goal of 33 gifted coffees!
(For the mathematically minded, that is 33 x 10 = 330 coffees purchased. If you want to do the dollars: @$5 per coffee = $1650 worth of coffees purchased with $165 gifted)
The power of a stated goal and my crazy disciplined behaviour made this a reality.
Yes 33 gifted coffees in 2026, which meant…
330 days out of a possible 350 (Fergus closed for 15 days) so I had little room for movement.
(Again for the people doing the numbers I started in Nov 25)
This created some unusual behaviours.
Colleagues and friends requesting coffee catchups were kindly asked to meet me at Fergus.
Thank you to Grant Arnott, Neville Samuels, Meray Azar, David Constable, Emma Paterson, Cliff Sneider for going out of your way to compound the accumulation.
Even if I was going in the opposite direction I would detour to Fergus to pick up my coffee creating a bias to one of the 14 dimensions of loyalty to a brand/business that I research: “I am invested”, defined as “going out of your way to make a purchase from a brand/business”
Keeping my coffee card accessible at all times (old-school not digital)
So why? So what?
Firstly the coffee is perfect for me! (Triple shot large skinny latte, my own cup)
(Note: Own cup x 330 is waste diverted from landfill of about bout 3–4 kg according to Department of Energy, Environment and Climate Action)
The ‘why’ for me is my small way of adding a Joyalty™ Moment of Magic to the lives of others.
“We need a pandemic of joy” (Deepak Chopra) and this has been my way to spread some joy!
Also, the team at Fergus light up when I ask them to gift the coffee, another benefit of the gifting is the joy they have of giving.
Even though this has been a personal mission, my hope is those reading this will look for a small way to add joy to the lives of others whether once off or ongoing , whether personal or business or through a loyalty program.
Give the gift of a Joyalty™ Moment of Magic. Create more joyfull (!) moments one gifted coffee at a time!
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Those who have followed this journey for 3 years – thank you: Justine Alter Mareile Osthus Anna Samkova Marina Vaxman
