Home featured Editor's blog Featured Opinion Editor's blog Loyalty in a takeaway coffee Stephanie Zillman August 13, 2014 The saying goes, ‘Humans are creatures of habit’. I tend to fight against habits, and find it hard to stick to a routine. Sometimes I eat breakfast, sometimes I don’t. Sometimes I go the gym, sometimes I don’t. You get the idea. The one part of each and every day that is unwavering though, is my morning coffee. Sitting on the bus in peak hour, I eagerly anticipate that first sip. It’s a ritualistic and comfortingly familiar event of each morning. Just like many millions of my comrades, I’ve got a favourite café, and I’m very loyal. There are a dozen cafes within one block of my office and I’ve tried them all. So what drives my customer loyalty? What is it about this one place that has won me over? Naturally one would assume that to me, I consider my favourite place to do the ‘best’ coffee. But actually, I wouldn’t say it’s the absolute best cup-of-Joe in Sydney. What it does have though, it has in spades. Once or twice when I’ve reached for my wallet only to discover I’ve left it in my other handbag, they’ve waived the price with a wink and a nod. The staff know me, and I like that. The other thing I like is that like a well-oiled machine, every single morning without fail I get the correct coffee within about 3-5 minutes. Other