Free refills occur when a drink's receptacle, usually that of a soft drink, tea or coffee, is allowed to be filled again by its purchaser, free of charge, after they have consumed the drink. Occasionally the glass or cup holding the drink is not reused, and the "refill" actually constitutes the acquisition of a second (or more than one) additional entirely new drink(s) for no added charge, usually of the same kind (e.g. the same brand of soft drink) as the original, paid-for drink. Free refills are commonplace in the United States and Canada in traditional restaurants and fast food restaurants, while rarer in airports, cafés, or service stations. Around the world, the availability of free refills is typically scarce, but varies widely depending on the country and the type and specific ownership or chain of each establishment.
History
According to the book The World of Caffeine: The Science and Culture of the World's Most Popular Drug, free refills were common in American coffeehouses by the 1890s. This was considered a noteworthy feature of American cafés by Europeans, in whose countries coffee was not as popular and free refills were not available. The author speculates this may be due to the higher price of coffee in Europe at the time, and the accumulating cost to the café of the refills.
Marketing
Free refills are seen as a good way to attract customers to an establishment, especially one whose beverages are not their primary source of income. Due to the extremely low cost of fountain soft drinks (especially the beverage itself, not including the cost of the cup, lid and straw), often offering a profit margin of 80-82%, establishments tend to offer free refills as a sales gimmick. Coffee produces a similar high profit margin, allowing establishments to include coffee in free refill offers. Most of these establishments have fast customer turnover, thus customers rarely consume enough beverage to make the offering unprofitable. Some establishments, who make their primary income with beverage sales, only offer free refills to members of rewards programs.
Criticisms
United States
In certain areas of the United States, such as Massachusetts and New York, politicians have proposed banning free refills as a move against obesity.
When New York City banned sugary drinks over 16 ounces in 2012, critics faulted free refills as one of the ban's biggest weaknesses.
In June 2012 Cambridge, Massachusetts, mayor Henrietta Davis unsuccessfully proposed banning soft drink refills.
France
The French government is another critic of free refills, due to health concerns about obesity. France created a tax on sugary drinks in 2011. In September 2014, Serge Hercberg, head of France's National Nutrition and Health Programme, stated that free refills of sugary drinks should be banned. In January 2017, a law was passed banning the unlimited sale of pop and other sugary drinks at all public eateries.
See also
References
- ^ Bakke, David (8 September 2010). "Top 5 Food Mark-Ups Where Restaurants Make Huge Profit". AOL. Retrieved 8 February 2015.
- ^ Weinberg, Bennett Alan; Bealer, Bonnie K. (2001). The World of Caffeine: The Science and Culture of the World's Most Popular Drug. Routledge, New York, NY. ISBN 978-0-415-92722-2.
{{cite book}}: CS1 maint: location missing publisher (link) - "Costing Out Soda & Free Refills - How to Price Soda". Pate Dawson Company. Retrieved 8 February 2015.
- Peterson, Hayley (29 May 2014). "How to Get Free Refills at Starbucks". Business Insider. Business Insider Inc. Retrieved 8 February 2015.
- Goldman, Henry; Stanford, Duane (31 May 2012). "NYC Mayor Bloomberg Seeks Ban on Super-Size Soft Drinks". Bloomberg.com. Bloomberg. Retrieved 8 February 2015.
- Grynbaum, Michael M. (2012-05-30). "Bloomberg Plans a Ban on Large Sugared Drinks". The New York Times. ISSN 0362-4331. Retrieved 2017-01-28.
- Bidwell, Allie (30 July 2013). "New York Appellate Court Strikes Down Bloomberg's Soda Ban". Us News. U.S. News & World Report. Retrieved 8 February 2015.
- Remizowski, Leigh (20 June 2012). "Mass. mayor suggests ban on large drinks, free refills". CNN. Archived from the original on June 22, 2012. Retrieved 8 February 2015.
- ^ Chazan, David (13 September 2014). "French call for ban on 'free refills' of fizzy drinks". Telegraph. Telegraph Media Group Limited. Retrieved 8 February 2015.
- "Free soda: France bans unlimited sugary drink refills". BBC News. British Broadcasting Corporation. 27 January 2016. Retrieved 27 January 2017.
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