Coffee On The House is Just a Dance Away!
Next-gen patrons are busting moves for a cup of Joe in Massachusetts.
Ever the innovator to entertain its customers, this Masschetusettes cafe recently came up with a novel magnet for its next-gen clientele: Bust some moves for a free cuppa coffee, as USA Today reports.
Apparently, the cafe owner of the small family-owned business, CNN Business details, was inspired by seeing a pizza shop come up with a similar idea on video-sharing platform TikTok, where young people love expressing themselves through singing, dancing, and humor.
Spreading happiness among next-gen patrons
The unexpected dance venue? Coffee Milano in Middleboro, Massachusetts. As its Facebook page explains, this coffee shop serves the most delicious coffee, drinks, breakfast and lunch all day long, seven days a week.
It’s no secret that acting happy, moving, and music gets you feeling better, even if it’s a bit contrived at first. Laughter therapy knows this, and Brainly, for instance, discusses the so-called “Facial feedback effect.” This is documented in studies showing that forcing a smile can still boost mood and happiness levels. This is likely because when people smile, their brains release small molecules called neuropeptides to combat stress. In other words, this simple action affects their emotional experience.
It turns out that the response to Coffee Milano’s promotion was electric, with multiple patrons keen on showing off their best dance moves: “It was fun, energetic, lively, happy, and smiley,” the cafe owner, Joshua Rashid, told USA Today. “Not a frown or bad mood in sight!” he added.
Going viral was the cherry on the cake!
“Walk in and give us your BEST dance moves for 5 seconds," read a sign displayed on the entrance door, according to ABC NEWS. Although who knew that the cafe’s challenge to patrons to dance in order to earn a free cup of coffee would end up going viral!
On November 23, 2024, this publication revealed that a video compilation of the dancing customers enjoyed viral status, amassing an astonishing 7.6 million views on TikTok since it was posted just five days prior.
“We just thought it was going to be a small thing for the people that come in every day,” Oliver Svensen, barista and social media director at Coffee Milano confesses. She attributes the huge success of the campaign to the vicarious pleasure of seeing people happy, and expressing themselves, rather than the gratis beverage alone.
“I am still processing,” a pleasantly surprised and celebrating Rashid tells Boston.com. “I am just astonished. I didn’t realize the power of the internet.” What's more, he reports that a few customers are still coming in and dancing randomly.
Will Cafe Milano become a dance floor again?
Owner Rashid sees no reason to tamper with a winning formula! In fact he tells USA Today that he plans to make this joyful event a monthly fixture: “It was amazing and fun to see,” he shares. “The customers kept asking when the next one is!”
Not that variations on a theme are off the menu, however. One idea being touted, according to Svensen when speaking to ABC NEWS, is a dance with your dog version!
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