Hundreds of intercity gas stations nationwide will lower their coffee prices to one shekel ($0.26) between midnight and 6:00 a.m. Sunday in a bid to keep drivers awake.
The one shekel coffee initiative, which will last until April 2015, was spearheaded by Deputy Minister of Transportation Tzipi Hotovely (Likud) in a move to encourage late-night motorists to pull over, purchase a caffeinated beverage and remain more aware on the road.
Israel’s coffee prices underwent a significant shakeup last year when discount coffee chain Cofix began offering cappuccinos for NIS 5 ($1.28), sparking a cross-chain coffee war. However the one-shekel project is the lowest price for coffee that gas stations and retail chains have offered thus far.
“The scheme will provide drivers with an incentive to stop for a refreshment, thereby significantly reducing the number of accidents during [early morning] hours” Hotovely said.
“I congratulate the partners [in the initiative] — gas stations countrywide and the National Road Safety Authority,” she said.
Last winter saw 614 motorists injured in traffic accidents late at night, according to road safety monitoring group Or Yarok.