One coffee, zero options: Flat White or F*ck Off lands in London
By James Herring on Monday, January 26, 2026
A one-day-only London pop-up is throwing down the coffee gauntlet with a bold message: if you don’t want a flat white, you can f*ck off.
Launching Wednesday 28 January at Outernet, Flat White or F*ck Off is a radical new coffee concept inspired by marketing legend Rory Sutherland’s critique of over-customisation.
The pop-up hopes to ignite debate around choice fatigue and the cult of personalisation.
The pop-up serves just one thing – a perfectly made flat white – and absolutely nothing else.
No milk swaps. No syrups. No sizes. No menu. Just quality, speed, and a little provocation.
What began as a satirical design project by graphic designer Charlie Hurst quickly snowballed into a real-world venture with content creator Tom Noble and Lucia Sudlow of creative production agency Ask The Impossible.
Despite never meeting in person until a month ago, the team has documented their progress online, racking up alot of engagement on Instagram and igniting debate around choice fatigue and the cult of personalisation.
“Fundamentally, it’s a concept that is emphatically worth testing,” said Sutherland.
With Fireheart Coffee’s Palace Blend and high-spec barista tech behind the bar, the team hopes this first outing is just the beginning.
more about it here
