Dana VanDen Huevel talks a bit more about marketing with coffee:

We were at a home-town place this morning called 'Ann's Sunshine Cafe' where, get this - there are four shelves of mugs on the wall - all with this Ann's logo and all with the patrons' names printed on them. Wow - holy personalization and loyalty.

About $3.00 per customer to wow them and keep them coming back?  Sounds pretty cheap to me.