Frank Aude
Founder of Second Cup (started in 1975).
He says: We had a small shop where we sold raw coffee, something that was usual in those times. Then suddenly we thought
Why not we set a coffee machione at the counter outside and let them taste coffee before they buy the beans.
Why not we charge them for testing it.
Why not charge more than anyone else so that they feel special when they drink our coffee.
Frank has written a book: When All you have is Hope, about his journey of Second Cup
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