# Karma-Inspired Coffee Houses The Optimism Cafe Serves up Free Cups of Joe and Hope By Michael Hines | Published 2011-08-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/optimism-cafe References: [springwise](http://www.springwise.com/food_beverage/optimismcafe/) & [brewsomegood](http://www.brewsomegood.ca/) Coffee maker [Maxwell House](https://www.trendhunter.com/trends/maxwell-apartment) 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](https://www.trendhunter.com/trends/philz-coffee-and-simon-sinek) 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](https://www.trendhunter.com/trends/kraft-caf-barista) 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." ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 9% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Free Coffee Cafes:** Cafes offering free coffee to attract customers and promote their brand. - **Charity Campaigns:** Companies launching campaigns that promote positive change and social impact. - **Co-working Cafes:** Cafe spaces that provide free WiFi and promote a collaborative work environment. ### Industries Being Reshaped - **Coffee Shops:** Coffee shops implementing initiatives that promote social impact and brand loyalty. - **Marketing and Advertising:** Marketing and advertising agencies promoting and executing charity campaigns for their clients. - **Co-working Spaces:** Co-working spaces partnering with coffee shops to offer dynamic work environments. ## Related on Trend Hunter - [Celebratory Free Coffee Campaigns](https://www.trendhunter.com/trends/free-coffee-campaign.md) - [Optimistic Coffee Shop Partnerships](https://www.trendhunter.com/trends/philz-coffee-and-simon-sinek.md) - [Lease-Long Coffee Supplies](https://www.trendhunter.com/trends/maxwell-apartment.md) - [Complimentary QSR Coffee Campaigns](https://www.trendhunter.com/trends/pret-organic-coffee.md) - [Social Good Coffee Vans](https://www.trendhunter.com/trends/nespresso-and-change-please.md) - [Coffee Kindess Initiatives](https://www.trendhunter.com/trends/cambio-roasters.md) - [Motivational Takeaway Cups](https://www.trendhunter.com/trends/national-coffee-day-cups.md) - [Indulgent Italian Coffee Offerings](https://www.trendhunter.com/trends/oretta-caffe.md) - [Cold-Stirred Foam Iced Lattes](https://www.trendhunter.com/trends/iced-latte-with-foam.md)