Swapping Champagne for Coffee

CANTON, Mass. -- This New Year's Eve, Cumberland Farms is making it a little easier for its customers to say so long to 2007 and hello to 2008 by giving away free cups of coffee from 5 p.m. on New Year's Eve until 5 a.m. on New Year’s Day.

The free coffee is available at all the company's stores across the Northeast and Florida, except for those with Dunkin' Donuts service. The chain said it is encouraging drivers to take advantage of this community service, as fatigue on the road is a dangerous issue. The National Sleep Foundation said the combination of caffeine and naps is one of the best ways to help fight drowsiness, which it cites as a leading cause of accidents.

"We want to thank our customers this holiday season," Ari Haseotes, vice president of marketing for Canton, Mass.-based Cumberland Farms, said in a statement. "The goal of our free coffee program is to help them stay alert, and keep safe on the roads."

Cumberland Farms' network of retail stores, gas stations and a support system, including petroleum, dairy and grocery distribution operations, spans 11 states across the Northeast and Florida, making it the largest c-store/petroleum marketer in the region.
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