Superstar

The Optimism Cafe Serves up Free Cups of Joe and Hope

By: Michael Hines - Published: Aug 5, 2011 • References: brewsomegood and springwise
Coffee maker Maxwell House recently opened up a free-of-charge cafe in the middle of downtown Toronto designed to give Canadians a literal and metaphorical pick me up. The appropriately named Optimism Cafe served up free coffee, WiFi and dog biscuits throughout the month of July and was part of Maxwell House's "Brew Some Good" campaign.

Free-of-charge cafes are nothing new, but this has to be one of the first times a coffee giant such as Maxwell House has given away a free sample of their product complete with WiFi and dog biscuits for an entire month! Though the campaign was undoubtedly pricey, Maxwell House's parent company Kraft shrugged off the financial loss saying, "they got a lot more out of the café than we put into it — worth every penny and more."