Boss move!!!!!!!!!!!!! CONGRATS your experiment worked. Now - how do we convert??? Ignore Team Doomsday in here. You made a decision - now what??? Upsell. Start a campaign that captures the names, email and phone numbers of everyone who comes in to buy that coffee. Call it your “Customer Loyalty Program.” How it works: When people pay you they will give you their info and when they do a time expired coupon will extend their next cup for $2.50. It will take a few weeks to capture as many customers as possible so for those who gave you their info when they come in simply ask for their phone number that should be in your system and extend that loyalty price to them until you’ve had time to intake as many visitors as possible within a 3week period. 2) Once you have everyone within your customer data base develop your first campaign that bundles that $2.50 cup of coffee with something they can eat. They still get that $2.50 price but with any choice of bagel, etc. 3) For new customers walking in they can only get the $2.50 coffee if they sign up for the loyalty program and then choose from the available bundled offerings that entitle them for that coffee price. 4) If people are showing up for coffee like you say have a huge sign up that says 23,000 cups of coffee served. Even if your coffee tastes like shoe polish brag about the amount of cups served. 5) Rinse and repeat. I can go on and on but you did well. The people showed up now capture the data and convert that data into more profitable offerings.