A view of the Tel Aviv skyline. Photo: LaMèreVeille via Wikimedia Commons.

Customers at Café Café locations across Israel can now buy coffee at a discounted price if they say “please” and “thank you” when ordering, the Israeli business news outlet Globes reported on Wednesday.

The company — one of Israel’s largest cafe chains — is lowering its price for a regular size cup of coffee from 8 shekels ($2.21) to 6 shekels ($1.66) to motivate people to speak more politely to each other.

Café Café owner Ronen Nimni said he wanted “to encourage more respectful conversation in Israel society.”

Cafe Cafe has 157 branches across Israel, according to Globes. The company lowered its price for coffee to 8 shekels three and a half years ago and Nimni said the reduced price brought the chain “a 30 to 40 percent increase” in new customers. He expects similar growth with the latest discount.

Nimni added, “When we cut the price the last time, we didn’t think we’d do it again, but we saw it was good for both the franchise holder and for us, so we decided to take it one step further.”