"You can have your toast and eat it, too"
Inspired by the controversial comments made by an Australian millionaire last month, SoFi, an online personal finance company that targets millennial consumers, will give new home buyers a month’s supply of avocado toast if they purchase a home with SoFi mortgage in July.
“Avocado toast was covered so much as a barrier for millennials getting homes, and we want to show them that’s not the case,” said Joanne Bradford, chief marketing officer for SoFi.
“You can have your toast and eat it, too,” she added.
For those who qualify, the avocado toast incentive program will be delivered in three shipments right to the recent homebuyers’s doorsteps. There is also an option between regular and gluten-free bread. (Of course, they will still have to toast the bread once it arrives.)
Bradford said thousands of people apply for mortgages through SoFi each month. While she said she could not disclose the amount of money the company will spend delivering the avocado toast, she said it will be worth it.
“If we could spend millions on it, we would,” she said.
Geared toward younger generations, SoFi typically holds events like happy hours, singles dating events and brunches for its users around the country.
The marketing decision was ultimately in response to a now-viral interview in May that caused global uproar, in which Australian millionaire and property mogul Tim Gurner said millennials should refrain from buying the popular brunch dish if they didn’t want to quash their hopes of owning a home.
“When I was trying to buy my first home, I wasn’t buying smashed avocado for $19 and four coffees at $4 each,” Gurner told the Australian news show 60 Minutes.
While saving cash can certainly help home ownership prospects, some criticized Gurner’s comments as disregarding larger factors that make it difficult for new home buyers to enter the market — including higher real estate costs and slow wage growth.
He later told MONEY that his avocado toast philosophy applies to a number of other purchases like pricey movie tickets and trips to Europe, saying those expenditures are the reason why millennials aren’t entering the housing market as early as he did.
“I had to sacrifice a lot of social and sporting events I would have loved to take part in but I was always working at least two jobs and when I had my business I was studying at night to complete my degree,” said Gurner told MONEY.