Henry Ford

Flat White or F*** Off: one pre-made coffee, tap and go

Rory inspired a coffee brand that sells only a pre-made flat white (oat or regular) for £4 by contactless tap, with no queue and no customization. It was designed for train stations and airports, but conference organizers turned out to be a natural market.

“For the vegans, there's an oat flat white and there's a regular milk flat white. You walk up, you tap your card, you pay £4, you pick up a pre-made coffee and you walk off. And my logic was at the time, train stations and airports were the natural home for this thing. They're expensive real estate. So the fact that you can sell more coffees in a given time, it's Henry Ford applied to coffee, basically.”

Steal thisStrip customization out of a high-volume product and name the trade-off loudly so speed becomes the selling point.