By Lena Blietz

Stan’s Donuts and Coffee is offering the chance to win free doughnuts for life to customers willing to wake up before dawn tomorrow at the opening of its new South Loop location.

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The store will open its doors for the first time at 6:30 a.m. and the first 100 customers in line will receive an envelope with a prize inside. Prizes will range from a free espresso drink to the grand prize of free doughnuts for life, said owner Rich Labriola.

Labriola clarified that free doughnuts for life consists of one dozen per month.

The chain will also be offering giveaways at each of its other three locations, in Wicker Park, Streeterville and East Lakeview. However, the grand prize at these locations is free doughnuts for a year, not life.

This is the second time Stan’s is opening a location with giveaways. At the East Lakeview opening in October, the first free doughnuts for life gift card was given. Labriola said the winner consistently picks up her free dozen, and passes them out to friends and coworkers.

Stan’s has aggressively promoted the giveaway on social media, especially on Instagram, to drive opening day traffic, said Jon Becker, the social media coordinator for the company.

Stan’s is not the first company to give away free doughnuts for life. Krispy Kreme Doughnuts also a similar contest last year, although Labriola said he had not heard of any other companies giving away free doughnuts. He said the campaign is for marketing purposes and will not hurt the company economically.