Originally starting as the brainchild of Rory Sutherland, the creation of Flat White or Fuck Off could be the beginning of something spectacular within London.
Check out the video by Jamie Laing here: watch the video here.
The £1,000,000 Flat White Idea
Built upon the idea of speed or product and lack of choice: consumers are often overwhelmed with all the different options available in chain coffee shops. In reality, most individuals order the same 1 or 2 options every time. From every traditional espresso drink to Frappuccino’s, coulees, Iced juices, matcha – Flat White or Fuck off simplifies this idea beautifully.
With this café only selling Flat Whites with the only choice being the type of milk, this removes the pain point of people being stuck behind the person taking 5 mins choosing what drink they would like.
And I am a fan of it, when I am heading for a train or bus and have enough time for a coffee, I have had to abandon this idea because of an 50 IQ Individual thinking there is a decision required for what you want to drink. Removing the friction of waiting in line and simplifying the decision for everyone, allowing the cafe to churn out coffee continuously.
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About the brand
Founded by Tom Noble and Charlie Hurst – this brand is already making waves, with the first pop up already in the books for 29th of January at Russell Square Station. You can jump on the hype and purchase their merchandise using the link below.
As someone which thinks flat whites are really the only coffee drink you need, this is a project I definitely want to succeed.
- Link to company website
- Visit their website
Upcoming Events
If you re based in London, there is the first Pop-Up based in Russell Square station on the 28th of January.
Be sure to check it out and support this exciting project. You can buy flatwhites and merchandise, let them know the Caffeine Cartel sent you.
"Flat White or Fuck Off"