FLAT WHITE OR F*CK OFF

It was back in March 2025 when Rory Sutherland first proposed his now infamous business concept, designed to eliminate the “tyranny of choice” and over customisation found in modern coffee chains. His hypothetical café would only serve a flat white at a fixed price… no alternate milks, syrups, sugars, toppings, or size variations. If you asked for anything other than a flat white, the clue was in the name.

This idea inspired many, including content creator Tom Noble, Charlie Hurst at Studio Chad who created the visual brand identity … and the team here at Ask The Impossible. So we’ve set out to bring Rory’s original concept to life in January 2026.

Follow us to stay up to date with the latest FWoFO news!