March 9, 2007

Caribou - Official Coffee of Daylight Saving Time

Not a bad way to welcome in the early Daylight Saving time. Swig some espresso.

From their press release....

With the annual “Spring Forward” change in time coming three weeks earlier than usual this year, Caribou Coffee Company Inc., has proclaimed itself The Official Coffee of Daylight Saving Time. To celebrate – and to help Atlantans wake up for the March 11 Daylight Saving Time leap forward – all Caribou Coffee locations will offer one extra free shot of espresso on request during business hours on Sunday, March 11 and Monday, March 12.

Although springing ahead on March 11 means only an hour of sleep loss, researchers have identified a clear relationship between losing an hour of sleep and an increase in fatigue – even traffic accidents. The Caribou Coffee “Moose It” option of adding another shot of espresso to any drink will be free to anyone who asks for it during what could be the two toughest mornings of the year.

“Thanks to the passage of the Energy Policy Act of 2005, Daylight Saving Time begins nearly a month earlier this year,” warns Michael J. Coles, Chairman and CEO for Caribou Coffee. “Since most consumers can’t take the day off of work on March 12, the least we can do is help them stay awake with a complimentary shot of espresso available at all of our coffee houses.”

One free shot of Caribou Coffee espresso, with a retail value of 55 cents, adds approximately 40 milligrams of caffeine to a beverage.