We would applaud a good April Fools’ prank that fully complies with the rules of engagement for the day of lies. Call us salty if you want, but this prank certainly did not.
It’s been two days since Family Mart Indonesia announced that they would discontinue their popular es kopi (iced latte), Kopi Susu Keluarga (KSK), only for them to reveal today what some had suspected: that the announcement was an elaborate April Fools’ joke (though clearly a highly mistimed one).
The Japanese convenience store chain announced today that KSK will stay for good, even offering a special discount as an “April Mop” (Indonesian for April Fools) promo. They began their announcement by thanking KSK loyal customers for their enthusiasm and input towards the beloved es kopi in the past couple of days.
“Due to the overwhelming request and enthusiasm from all KSK lovers, and coinciding with KSK’s 4th anniversary, after a civil discussion in a familial manner with some parties giving in, we finally could find the way out, therefore it was decided that it’s better for KSK to stay,” the caption in the photo reads.
Family Mart wrote that as an “apology,” customers can buy their favorite KSK only for IDR4,000 until April 4 at all Family Mart stores, limiting a cup for each person. This, apparently, is not a prank.
We don’t know about you, but we’d like to call foul on the fact that Family Mart built up the prank over the past couple of days, which is totally fair, but failed to actually deliver a prank on the actual April Fools’ day. To us, the lie has to be told on April 1, not days before.
The post’s comment section has been filled up by people saying that they expected this to happen, while others said that they have purchased 1 liter bottles of the drink out of sheer panic. There are also people who wrote that they’re too relieved to be angry because of the “prank,” while others said that the family has been reconciled — as Kopi Susu Keluarga literally translates to “family iced coffee.”
Kudos to their marketing team, we suppose?
Kopi Susu Keluarga is known for its affordability — only IDR13,000 per cup and IDR65,000 for a 1 liter bottle — compared to the usual IDR20,000 per cup and IDR90,000 per liter at other coffee shops. Since it was first introduced to the masses a couple of years ago, many say they prefer KSK’s blend and creaminess to other iced lattes.
Now excuse us while we sip our Kopi Susu Keluarga in anger.