Special offer

If you've been reading regularly you may have picked up on the fact that we've paid a few visits recently to our not-so-local garden centre, principally to buy an incinerator and a bird feeder.

Whoever is in charge of marketing at this place - or at least, whoever came up with the "membership" scheme - is a genius. For a tenner a year gardeners can become "friends of the garden centre" which guarantees them 10% off all purchases, year round, two free coffees in the restaurant per month (you get one of those Café-Ritazza-esque stamp cards for this) and "privileged" access to a few events throughout the year, such as the summer special, where the discount is raised to 15%, and the Christmas event where, presumably on account of there being not much doing gardenwise, the discount reaches an eye-watering 20%.

Now even for a tightwad like me, the prospect of a couple of free coffees isn't going to provide sufficient incentive to make the 20-minute car journey to the other side of town, but it does sit there on your shoulder, whispering in your ear like the cartoon devil from Tom & Jerry. "If we're going to the garden centre we may as well stop for coffee," can easily turn, as it did on our last visit to "we could have breakfast there."

Which is where the marketing genius comes in. Because when "two free coffees" turns into "breakfast for three" the restaurant finds themselves almost twenty quid better off, and I'm left thinking something's not quite right. As I mentioned in the incinerator post, £5.25 for a bacon bap is taking the piss somewhat. Free coffee my arse.

So after that experience, why were we fooled into trekking over there tonight for their "Summer Special" event? 15% discount and the offer of a free drink and some nibbles aside, there was in fact nothing we needed for the garden. So why go to a garden centre? But we did. Exhibiting astonishingly lemming-like behaviour we drove over there after dinner, arriving 30 minutes after the posted start time of 6 o'clock. There, by the door, a low table was adorned with half-a-dozen plastic wine glasses, stacked near the front with their few remaining drops of wine clinging to their immaculately smooth surfaces, and a plate containing a few crumbs along with three pieces of french bread spread with sweet chilli hummus (or something).

They really pushed the boat out, huh? Oh... yeah... the counter held a few pots of olives too, along with a cocktail stick dispenser.

We wandered around the indoor part for a few minutes, marvelling at how similar it all looked to the last time we were there, picked up a couple of pieces of french bread spread with paté (the first plate had been replaced, but the wine hadn't) and... umm... left.

For the first of the July Wednesdays (*) we agreed it had been a total waste of time. But from a garden centre profit perspective? Genius.

(*) In a rare explosion of sociability, all my Wednesdays are occupied for the rest of July. Next week I've been invited to the Alfred Bradley Bursary Award ceremony at the BBC, the week after drinks and a curry in celebration of an ex-colleague's forthcoming wedding, followed by a week where our normal recording session has been brought forward a day on account of a diary clash, and the last Wednesday of the month is, as always, book club. Never mind "nearly famous" - I'm almost popular!