Have you heard of "Flat White or F*ck Off"?
It came to mind when I read an article in Coffee Intelligence.
The point of the article was that for the past 10 years, offering more choice about the origin of the beans or roasting process has been a good thing.
It’s helped specialty coffee in the US differentiate itself from its older, cheaper (and blander) cousin, drip coffee.
But now it’s causing a problem.
Because coffee menus are getting too complex and turning people off.
Do you want a Latte, Cappuccino, Macchiato, Piccolo, Americano, Long Black, Cold Brew or Espresso?
Small, Medium, Large or Grande?
Flavoured or unflavoured?
Oat milk, soy milk, regular milk?
Oh, and what kind of sweetener?
Just. Give. Me. Coffee.
According to two-time World Barista Championship finalist, Hugh Kelly, an overwhelmed customer "often just shuts down and reaches for something safe.”
Vice Chair of Ogilvy, Rory Sutherland, had this insight, too, musing that he’d welcome a cafe that offers only one type of coffee.
Enter London’s most controversial new cafe.
They serve only flat whites, or you can…find somewhere else.
Image from secretldn.com/flat-white-or-f-off
It’s not just about coffee, of course.
Because across all types of businesses, the right amount of choice doesn’t stand still.
- More choice can differentiate your business and attract customers who desire variety.
- But less choice can help you stand out and attract customers who seek simplicity.
The key is to understand what problem your target market is grappling with, and choose your choice accordingly.
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