'It isn't a promotion - it's an ongoing feature/benefit of visiting the store. Based on the Swedish idea of Fika, which is stopping for a coffee break - not just to drink coffee but to take some time to slow down and enjoy life and nature.
The coffee is here to stay and free so long as you BYO cup and are genuinely curious about the brand and don't mind stopping to talk to our staff (as opposed to people coming in just to get a free coffee for the sake of it).
The coffee itself is not instant coffee (we would never!) we have a professional coffee machine being operated by baristas in conjunction with the Social Foundry - I believe they're using Motobean Roasters for the coffee.