/marketing-mentor/media/media_files/2025/05/15/FzGPGJS0Lo3e5fGrQ7Hv.png)
In 2019, Zara started giving away free coffee and cookies outside its upcoming flagship store at Hudson Yards, New York.
Here’s Why –
When retail giants open new stores, there’s usually noise. Not just media noise — but literal drilling, dust, blocked sidewalks, and daily inconvenience for the locals nearby. Most brands turn a blind eye, focusing solely on the shiny unveiling.
But Zara? Zara turned the disruption into an opportunity for empathy.
Right outside the construction site, Zara offered warm drinks and sweet treats. Not to shoppers or influencers, but to complete strangers — commuters, workers, residents — anyone passing by. No strings attached. Just a warm drink, a sweet treat, and a handwritten-style apology note that read like it came from a considerate neighbor.
The reason? The ongoing construction of Zara’s new store had disrupted the daily lives of locals. The noise, dust, and blocked walkways had become part of the neighborhood’s routine. Zara could’ve ignored the inconvenience. Instead, they brewed coffee, baked cookies, and said sorry — in person.
China's Temu And Shein Raise Their Prices After US New Tariffs
Why Starbucks Failed In Australia
The US government wants Mark Zuckerberg to sell Instagram and WhatsApp!
A custom-designed vintage Citroën truck rolled up to the scene — wrapped in clean, minimalist Zara branding that mirrored the look and feel of their soon-to-open store. From it, over 3,000 cups of hot coffee and branded cookies were served with a smile. And with each treat came a note — thank you for your patience message
There were no hashtags, no digital banners, and no sales pitches. Just warmth, intention, and human connection. It felt more like a neighbor bringing you coffee than a brand seeking attention.
And the impact? Immediate. Zara saw a 35% spike in traffic to its nearby stores the very next day. Frustrated locals turned into first-time customers. Conversations shifted from complaints about construction to compliments about kindness. Brand sentiment soared — not because of a flashy fashion drop, but because people felt seen.
OpenAI Just Said It’ll Buy Chrome. Yes, Google’s Chrome.
Subscribe to Marketing Mentor's YouTube
Locals who had been frustrated by weeks of construction were now walking into the store — smiling, curious, and engaged. Positive word-of-mouth spread like wildfire. People talked not only about Zara’s new collection, but about how the brand made them feel.
Zara didn’t just open a store — they opened hearts. No hard sell. Just good coffee, great branding, and a rare moment of empathy that paid off beautifully.
For more such Marketing Stories follow Marketing Mentor, World's largest marketing platform, featuring the best ads campaigns & brands work!
