disloyalty card

English

Etymology

After loyalty card. Even though the phrase has been used as a sum of parts, for example, "play the disloyalty card" (see play the something card) or in its literal sense as a form of boycott (e.g. Unilever disloyaly cards), the earliest known use with the purpose of promoting cooperation among businesses was conceived by barista Gwilym Davies in 2009.

Noun

disloyalty card (plural disloyalty cards)

1. A card used by a group of similar businesses (e.g. coffee shops), which rewards customers who make regular purchases from any of the participating businesses in order to promote cooperative growth. [from 2009]
   • 2010 April 20, “Toronto baristas reward customers for 'disloyalty'”, in CTV News‎^[2], archived from the original on 2024-05-10:

     Each time they visit a new coffee house, they can get their disloyalty card stamped. Once they've collected enough stamps, they will receive a free coffee at the coffee bar that gave them the disloyalty card in the first place.

   • 2023 May 22, Martin Booth, “'Disloyalty' card scheme to encourage visits to new cafes”, in Bristol24/7‎^[3], archived from the original on 2024-05-10:

     Small Street Espresso manager Tash Ebbs added: “We’re looking forward to joining forces with some of our friends across Bristol’s coffee community for the launch of this special ‘disloyalty’ card.