Why does ing have cafes

Although some community groups have opposed it, "hopefully it will close early next year," Kuhlmann says. If it does, there eventually will be some rebranding and other changes, but "I can tell you that Capital One is very positive about what ING Direct is doing. It loves our marketing and what we are doing about the cafes. The cafe was designed by Pompei A. After this week, Americans will no longer be able to buy paper U. Starting Sunday, the only way you can buy a savings bond is in electronic form, through the government's Treasury Direct website www.

The only exception: You still will be able to use your federal income tax refund to buy a paper Series I inflation-linked bond. But the venerable Series EE bond will no longer be sold in paper form.

By ending the sale of paper bonds, the government is also cutting in half the annual purchase limit. The U. Treasury Department, which said in July that it would end paper bond sales after , has hired outside public relations agency Weber Shandwick to remind people it's ending. It also created an interactive timeline to celebrate the history of the savings bond, which started in under President Franklin Roosevelt and was later used to help finance World War II. Timeline at www. I found it odd that the government would spend money promoting something that many Americans are sorry to see go.

She would not disclose how much it's paying Weber Shandwick, but says the firm was hired to do other projects as well. Although some people prefer electronic purchases, many longtime savings bond buyers found the Treasury Direct website frustrating. Braden says the bureau has been trying to make it easier to use. ING is betting their concept will win on innovation alone, not to mention the fact that they offer a vastly different approach to talking about money.

On our visit, it was a largely post-boomer generation who were using the space — as well as business start-up kids who were using the cafe as their office. While not all of them were engaging directly with the brand, they were soaking in it: signage, digital dashboard monitors, books by ING founder and CEO Arkadi Kuhlmann, and miscellaneous freebies were everywhere.

ING Direct staffers float around casually, using the open space plan as their office. Corner areas equipped with computers and informational material offer staff a place to talk about products with prospective clients. Does it bring them more business? At 17, square feet, the cafe is a major commitment. The building has three floors, one of which will eventually operate as an art gallery. She's heard stories about people walking inside to check their e-mail, then walking out without buying a thing.

But a steady stream of customers seemed to be checking out the cafe the past week -- and plenty were at least stopping to buy coffee. That's fine by Kuhlmann, who said the cafe can be successful with visitors a day, even if none sign up for financial services.

In some regards, the cafes are "loss leaders. Kuhlmann said the cafe idea got its start in Toronto in when a branch there began serving coffee to customers as a courtesy. ING is undergoing an extensive publicity campaign promoting its name as well as its philosophy on banking, Kuhlmann said. That philosophy stresses making banking easy. ING sweetens the deal by offering no minimums and savings accounts offering 4 percent interest, among other perks.

The lack of both branches and ATMs makes it possible by limiting costs. He compared ING's philosophy as similar to that of an outlet mall -- brand names at cheaper prices. If growth is any indication of success, the branch-free bank idea is working. ING will only open one cafe per city, with the next one planned for Wilmington.