The Cup of Coffee Cycling Incentive

""That 25 percent discount pretty much takes away our profit," he says. "It really represents an investment in the mission of the business and forwarding the reputation of the business."

But Wiley Norvell, of cycling advocacy group Transportation Alternatives, says that with the increase in cyclists around the city, the discount could be worth the cost. "If you can build those relationships [with cyclists] now, when there are relatively few people competing for it, it could help business.""