disloyalty card

English

Etymology

After loyalty card. Even though the phrase has been used as a sum of parts, for example, "play the disloyalty card" (see play the something card) or in its literal sense as a form of boycott (e.g. Unilever disloyaly cards), the earliest known use with the purpose of promoting cooperation among businesses was conceived by barista Gwilym Davies in 2009.[1]

Noun

disloyalty card (plural disloyalty cards)

  1. A card used by a group of similar businesses (e.g. coffee shops), which rewards customers who make regular purchases from any of the participating businesses in order to promote cooperative growth. [from 2009]
    • 2010 April 20, “Toronto baristas reward customers for 'disloyalty'”, in CTV News‎[2], archived from the original on 10 May 2024:
      Each time they visit a new coffee house, they can get their disloyalty card stamped. Once they've collected enough stamps, they will receive a free coffee at the coffee bar that gave them the disloyalty card in the first place.
    • 2023 May 22, Martin Booth, “'Disloyalty' card scheme to encourage visits to new cafes”, in Bristol24/7‎[3], archived from the original on 10 May 2024:
      Small Street Espresso manager Tash Ebbs added: “We’re looking forward to joining forces with some of our friends across Bristol’s coffee community for the launch of this special ‘disloyalty’ card.

References

  1. ^ James Hoffmann (17 December 2009) “Gwilym’s disloyalty card”, in Jimseven‎[1], archived from the original on 21 December 2009
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