Here's what one does if they really, really dislike Starbucks. Two baristas created DC Disloyalty Card. The benefits, according to the founders, are too many to count. First, by acquiring a disloyalty card, consumers firmly put themselves in the "let's support the local coffee shops" team. Then, they express their anti-corporate sentiment. Then, they probably also feel good about themselves because of the above two. And finally, they enjoy some damn good local coffee.
So how does the disloyalty card work? Apparently, one needs to buy a coffee from the six participating local shops, and their seventh cup will be free. Get it? By being disloyal to one single coffee shop, consumers get rewarded to a free drink. They also get to know their local coffee joints, taste different kinds of coffee, and try something new. Disloyalty = diversity.