”We have free wi-fi”

No you don’t… You have wi-fi available for those customers interested in paying 10-20 cents more per cup of coffee compared to the café that doesn’t have “free” wi-fi.

Nothing comes for free, but it sounds really good to hear as a new customer, and actually we tend to accept an experience to cost a little more when considering that we get much more for the money.

The café is paying around 50€ a month to have wi-fi. And even if they didn’t offer it for free to customers, they most likely still had to purchase the connection anyway. But you as a customer say: “Hey.. I can sit here, in a much more comfortable chair, in more quite surroundings, having free access to internet – and despite the coffee here being 2,50 compared to 1,80 at the other café, I enjoy this more.”

I think the most interesting part here is to see, that people aren’t afraid to pay more for a better experience.