One Coffee. No Choices. Take It or Leave It.

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 fresh coffee concept sparked by marketing legend Rory Sutherland's sharp critique of over-customisation.

The pop-up wants to start a real conversation about choice fatigue and our obsession with making everything personal.

Here's the thing: they serve just one item – a perfectly made flat white – and nothing else.

No milk swaps. No syrups. No sizes. No menu. Just quality, speed, and a little provocation.

There's a lesson here for anyone in marketing: sometimes less really is more. When you strip away the noise, people can actually focus on what matters.

What started as a cheeky design project by graphic designer Charlie Hurst quickly turned into something real. He teamed up with content creator Tom Noble and Lucia Sudlow of creative production agency Ask The Impossible.

The funny part? They had never met in person until a month ago. Yet they built their audience by sharing their journey online. Their Instagram blew up with engagement. People love watching ideas come to life.

"Fundamentally, it's a concept that is emphatically worth testing," said Sutherland.

With Fireheart Coffee's Palace Blend and proper barista equipment behind the bar, the team hopes this first outing is just the beginning.