I’m sure you came through this picture of a coffee machine in the back of a car. If you’ve been following me for a while, it may be the best ingredients to make me stop scrolling.
A Range Rover, a Fiat, a Defender, an old van, whatever has enough charm, enough boot space, and enough electrical uncertainty to make the whole thing feel cool. And no more luggages, we now have a spot for espresso, branding and people pretending they just accidentally created the coolest morning ritual at the gas station ;) (we know you didn’tttt).
I love it, and there is something very seductive about it.
Branded cups, a cool car, the Marzocco in the back, your friends around, and when you can, the coolest view that goes with.
It looks simple and maybe that’s why it works. But I don’t think this trend is only about coffee. I see the coffee is the excuse, in the right way
The real subject is that everyone is trying to find the smallest possible version of hospitality. And that’s a fucking good way to start. You don’t have to open a full place, no lease to sign and don’t need to spend 300k€ before the first guest even appears.
And that is much more interesting than the coffee machine itself.
So I wanted to talk about this, because this letter is also a good opportunity to answer the WHY is it getting bigger. Coz’ lets be honest, some trunks should remain trunks. Some cars are already doing enough emotional work just by starting in the morning.
But the format brings us somewhere about where hospitality is going today.
This idea is smallern lighter and more mobile. Also more visible.
Less dependent on the old idea that a place must start with real estate.
For founders, it raises real questions.
Is this a smart way to test a brand?
Is it a business or just content?
Can you make real money from it?
Is it legally easier than opening a place?
And more importantly, does it create something people will come back to, or just something they will film once?
That’s what I want to explore this week, because a coffee machine in a trunk is not a place.
But sometimes, it can be the first signal of one.
