There’s a coffee pop-up in London tomorrow (28 January) called Flat White or F*ck Off.
They only sell one thing: flat whites.
And if you don’t want one of those… well, yes, you’ve guessed it.
The idea originated with marketing/ad guru Rory Sutherland – a frequent rail user – who was fed up with getting stuck behind someone ordering an elaborate iced concoction when he’s got a train to catch.
Now Tom Noble and Charlie Hurst are making the idea happen for real.
On the face of it, it’s a cheeky stunt. But underneath, it’s a neat real-world experiment in something I think more businesses should think about:
Confident specialisation.
Knowing what you’re great at.
Saying no to the rest.
Letting customers self-select.
In a world of endless options, there’s something refreshing about a business that takes a clear point of view.
Not just in coffee. In any industry. And I’m personally drawn to it.
A worthy endeavour.. even if I’ll get my flat white somewhere a bit more permanent.
(Who am I kidding… I’d definitely give Flat White or F*ck Off a try if I was passing!)
Andrew Greenhalgh 