- A new coffee service app from an Israeli start-up did a soft launch in New York City with positive early results.
- The $45-per-month Cup service gives subscribers unlimited purchases of basic coffee and tea drinks at the 40 participating independent shops. A premium service at $85 per month opens the door for premium espresso and latte drinks.
- Both Starbucks (SBUX -0.4%) and Dunkin' Brands (DNKN -0.6%) have 10X the number of locations that Cup has under its fold so far.
- The firm's goal is to expand out of NYC in the future.
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