… for Bruegger’s Bagels.
Look: for $149 you can buy a cup that you can refill as many times as you want for no charge at all with coffee, soda or tea.
Coffee at our local Bruegger’s costs $1.79 a cup, so after 79 refills, you’re on free coffee.
If you have coffee at Bruegger’s twice a week, that’s 40 weeks until you’re coffee is free (so you’d enjoy the last three months of the year free).
If you grab coffee every day on your way to work, you only have to wait 16 weeks (about 4 months) until your coffee is free.
If you go every single day, it’s 12 weeks (about 3 months) until it’s free.
And in exchange, you have to hang on to this $149 cup. It doesn’t have a serial number or registration, so if you lose it, it’s gone. I’d imagine not many folks will take advantage of this cup. On Friday morning, during my 1/2 hour there we saw two people with the mug; both got their coffee refill and nothing else. I wonder how many we’ll see six months down the road.
Amusingly, if they were cheap (say $10 or $20), we’d probably pick them up and start going to Bruegger’s on weekends because I LOVE BAGELS and would use it as an excuse to grab breakfast there every weekend. At $149 the mug is no temptation at all.