Angel-in-us Coffee wants to make angels of customers

Angel-in-us Coffee is offering up to 50 percent discounts on a cafe Americano to "polite" customers. / Courtesy of Angel-in-us

For many, small gestures of politeness go a long way and help smooth the tensions that inevitably arise in a busy society. A simple “excuse me,” for example, can make all the difference when one bumps shoulders with a fellow commuter.

Angel-in-us Coffee, a cafe chain owned by Lotte Group, is taking etiquette into its own hands. In a promotion called “One Kind Word,” the chain is offering up to 50 percent discounts on a cafe Americano to “polite” customers.

People who are not quite themselves until they down a cup of java should beware, however ― customers deemed as rude will supposedly be slapped with a 50 percent price hike.

The greeting, “Hello, a delicious Americano, please” plus the use of the barista’s name (displayed on his or her name card) will earn the customer a 50 percent discount. Say,“A cup of Americano please,” and get 20 percent off.

But approach the counter and issue the demand, “Americano!”and you will be asked to pay an additional 50 percent, the company says.

“The event is in line with the name of our franchise ― ‘Angel-in-us.’ We aim to foster an atmosphere at our coffee shops where everyone is nice to each other,” company spokeswoman Youn So-yean said.

According to Youn, no “rude” people were asked to pay the additional fee when the company held the promotion last year, because baristas made the guidelines of the event clear to customers and encouraged them to get the discounts.

The company this year has provided nametags so customers can address the baristas by their first names.

Youn reiterated that the event was not about making a profit off of rude customers, but to encourage people to practice courtesy.