Whole Foods may have sold "asparagus water" for $6, but now it'll give you a cup of coffee for a more reasonable price: a quarter.
The embattled organic grocery chain quietly announced that its in-store coffee bars will serve the greatly discounted 12-ounce cups of joe through September 30th. The deal is good all day, at every Whole Foods store, and you can blow all your laundry change on as many cups as you dare to consume.
The super cheap java is just part of the chain's new “Love Fest" initiative, or a customer appreciation promotion that includes deals and giveaways through early November. As you may suspect, it's a brilliant way for Whole Foods to lure you into its organic clutches so you impulse-spend on $10 artisanal pickles, Herbes de Provence, and ridiculous meat substitutes. According to a report by TIME, it's basically what's called a "loss leader" strategy, in which a store loses money on discounted items in hopes of drawing people in to buy other items at full price.
With $0.25 coffee, now you can totally afford to shop at Whole Foods, no matter how broke you are.
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Tony Merevick is Cities News Editor at Thrillist and can't remember the last time he had a cup of coffee from Whole Foods. Send news tips to firstname.lastname@example.org and follow him on Twitter @tonymerevick.