The CafeNeto chain is handing out free cups of coffee throughout February to anyone visiting its cafés on Sundays through Thursdays at 7 to 8 am.
As part of the company's winter project, named NETO, every customer arriving at one of the chain's 15 cafés will receive a regular-sized complimentary cup of coffee.
The chain owners expect to give out some 40,000 cups of coffee throughout the month.
The cost of this marketing move is estimated at NIS 300,000 (about $80,200). CafeNeto is considering turning the free coffee month into an annual tradition.
Haim Malka, one of the chain's owners, views the project as an opportunity to strengthen relations with regular customers.
"We know people will be amazed by such a campaign. We have more unexpected surprises in store," he said.
The chain's previous moves included a shift to organic milk, donations to the Variety children's charity, changing exhibitions and artists' performances in its cafés.