We Met Rory Sutherland! The Journey of Flat White or F*ck Off Hits a Major Milestone

January 8, 2026

We Met Rory Sutherland! The Journey of Flat White or F*ck Off Hits a Major Milestone

Sometimes, ideas that start as jokes take on a life of their own. Flat White or F*ck Off is one of those ideas, and last month, we had a huge moment: we met Rory Sutherland, the man who planted the seed.

Here’s a quick recap of how we got here, and why meeting Rory feels like a real milestone for everyone involved.

The beginning

It all started on 26th February, when Rory appeared on Jamie Laing’s podcast and casually pitched a provocative coffee shop idea: a place that only serves one drink – the flat white. No fuss, no menus, just speed and simplicity. It was a fun concept, a conversation starter, nothing more… or so we thought.

The idea takes shape

Fast forward to 1st November, when our branding expert Charlie Hurst posted a playful brand concept on LinkedIn. It caught attention, and on 5th November, Tom reached out with one simple question: “Do you actually want to do it?”

Two days later, on 7th November, Rory gave us his blessing, and we kicked things off in earnest. A TikTok Tom made about the concept went viral, amplifying the buzz around the idea.

The momentum only grew. On 2nd December, the creative agency Ask The Impossible officially joined the project. By 8th December, the concept exploded on Instagram.

The big meeting

Rory opening a gift box from Flat white or f*ck off

On December 16th, after more than 1.6 million social media impressions and over 7,000 followers, we finally met Rory to share everything we’ve built so far. We came prepared, with a care package, including the now-famous coffee vape.

And guess what? He loved it.

That moment felt like a full-circle victory. What started as a joke in a podcast room is now a real movement with a community, energy, and purpose.

What’s next?

With Rory’s blessing and your support, we’re gearing up for the next big step: a pop-up launch outside Russell Square station on January 28th.

Beyond that, the plan is simple: see where this wild ride takes us through 2026. No grand promises, just honest experimentation with one great flat white at a time.

We’re grateful to everyone who’s been part of this journey so far, and excited to share what’s coming next.

Flat white or f*ck off, right? Stay tuned.