Indie Coffee Passports on sale for $20


The Toronto Indie Coffee Passports are on sale for $20 from now through December 12th. The little green cards, which we first wrote about back in August, are already a steal at the usual price of $25. I bought mine when they first came out and have so far redeemed it at 17 of 24 cafes on the list. The average price of drinks I've ordered is probably $4 meaning I've saved $48 so far on my purchase. Of course, I still have until the end of March to hit up the remaining 7 cafes.

Earlier today I spoke with Richard H, one of the two masterminds behind the Indie Coffee Passport. He told me the program's success has greatly surpassed his expectations. He and his partner (Adrian) initially expected to sell less than 1,000 passports but to-date have sold more than twice that amount.

The feedback from cafes, he says, has been really positive. Cafe owners not only benefit from having their name plastered on all the passports, they also get a small cut of the revenue the cards bring in based on (i) number of redemptions at their cafe and (ii) the number of passports their cafe is able to sell.

Richard expects to launch a second passport once the current one expires on March 31st. He says interest from new cafes has been strong and they're likely to try to find a way to expand the number of cafes involved while still keeping the price of the card a steal at $20 to $25.

While Richard declined to state which cafes have seen the most/least redemptions, he did reveal that the Annex/Little Italy cafes have been the most popular and named the Green Beanery, Manic and the Green Grind as the top three (but not necessarily in that order).


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