Free coffee is pretty much the best kind of marketing when it comes to “Gilmore Girls.”
To promote its revival of everyone’s aspirational mother-daughter show, Netflix has declared that Wednesday, Oct. 5, will be Luke’s Coffee Day, when cafes around the country (including 14 in NYC) will transform into Luke's and, unlike the gruff diner owner, serve free cups of life-giving java.
According to Bini Mustafa, director of digital marketing for Ground Central, whose three Manhattan locations will be taking part in the promotion, Netflix is picking up the tab for 250 cups beginning at 7 a.m. This is plain black coffee, as is the Gilmore way, but Ground Central will be serving La Colombe, unlike the Folger’s at Luke’s. “That’s a bit of an upgrade for the Gilmore girls,” Mustafa says.
Staff at participating cafes will be wearing aprons (hopefully in a flannel print, as Luke never once wore an apron during the series) and caps (backwards, presumably) with a “Gilmore Girls” theme, according to Mustafa. Expect other decor nodding to the show and, because branding is important even when you already serve the best coffee in town, Luke's coffee sleeves.
“Gilmore Girls: A Year in the Life,” a miniseries of four hour-and-a-half episodes, premieres Nov. 25 on Netflix.
Here’s where to find free Gilmore-themed joe on Oct. 5 in NYC:
Sir D's Lounge (837 Union St., Brooklyn)
Brooklyn Roasting Company (200 Flushing Ave., Brooklyn)
Mon Amour Coffee and Wine (234 W. 238th St., Bronx)
Brew Coffee House (3217 Philip Ave., Bronx)
Spot Coffee (227 Delaware Ave.)
Ground Central Coffee Co. (155 E. 52nd St., 800 Second Ave., 2 Coenties Slip)
The Bean (147 First Ave., 824 Broadway, 54 Second Ave., 101 Bedford Ave., Brooklyn)
Local (144 Sullivan St.)
Everything Goes Book Cafe (208 Bay St., Staten Island)