Israeli culture tends to be rushed, aggressive and refreshingly direct. It can be seen in the bustling streets and it can be heard in the way that people speak to one another. The Israeli community is like one big family – for the good and the bad – and sometimes their tone can be harsh, despite their underlying support for one another if need be.
However, one prominent coffee shop is trying hard to change this behavior and instill some manners in their customers. Roy Nimni, CEO of Café Café, one of the largest chains in Israel, is now offering a discount on coffee for any customers who say ‘please’ or ‘thank you.’
The initiative is meant to “encourage more respectful conversation” between Israelis, and hopefully the simple principle will inspire awareness about the way people behave towards one another – and their service providers. For the polite people, they will receive a coffee for 6 NIS instead of the usual 8 NIS. This means that one simple ‘thank you’ can save someone 25% on a cup of coffee.
With many coffee companies in high competition, Nimni believes this ‘kind campaign’ will be beneficial across the board. Having lowered coffee prices before from 12 NIS to 8 NIS, his stores saw about a 30% increase in customers. Of course, the benefits will not only affect Nimni’s sales, but will also make for brighter and kinder days for his employees and his customers alike.