For one day next week, Costa Express coffee machines in 8,500 locations will be giving away free coffee.
On Tuesday 1 October, UK consumers can get free hot drink, all day long from the machines – the offer does not apply in Costa stores.
Costa is looking to encourage trial and change consumer perception of machine coffee with the activity.
“For years, self-serve drinks machines have carried a certain stigma,” said Costa Express managing director Scott Martin.
“Freeze-dried coffee, long-life milk, clumpy soups and bland hot chocolate were readily stocked in machines across the late 1990s and early noughties, so we can imagine how one poor experience is enough to put someone off for life.
“We’re so confident that, once you’ve tried a cup from Costa Express, it’ll fast become a regular part of your routine.”
Costa launched Costa Express after acquiring Coffee Nation in 2011 and rebranding it.