Tchibo to go! chose Valentine’s Day to run its first consumer promotion offering all 100% Arabica regular and large drinks for only £1, compared to the normal cost of anything up to £2.40 for a large cup.

"Our aim was to encourage and engage with our end consumer to trial the coffee and gain more consumer loyalty. Early indications prove this has worked," explained Tchibo to go! marketing executive Joanne Cramp.

More than 250 sites with Tchibo machines took part in the promotion, including the company’s flagship forecourt stores, Parkfoot Garage in West Malling and JP&S Services’ site on the Albert Embankment in London.

The promotion delivered an uplift of 10% of total cup sales throughout the day, with some sites reporting cup sales up by a far greater factor. Sebasan Easan (right), the forecourt manager at Weyhill Service Station, Andover, Hampshire, said: "Our regular customers loved the £1 promotion, some even came back for a second and third cup throughout the day, helping us make our daily volume by 1pm and assisting in selling twice as much hot food."

Gary Peake, owner of Bear Street Garage, Wotton-under-Edge, Gloucestershire, said: "We are really pleased with the promotion overall, and definitely sold more cups than usual. On top of that, our customers love the coffee."

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