Toronto’s newest cafe only serves hot water – yes, really

Calling it a “cafe” is probably pushing it. Really, this place only serves hot water.

This pop-up marketing stunt from Nescafe follows in the footsteps of Tim Hortons (and probably dozens of other less memorable brands) that consider Queen West fair play when it comes to exploiting its reputation as Toronto’s “coolest” neighbourhood.

The cafe campaign which opened today takes over the former American Apparel store launching alongside a somewhat condescending video explaining that entrance is granted by scanning a packet of whatever instant coffee alternative it is that they’re shilling.

The ad spot goes on to joke that once inside you can help yourself to a cup with a misspelled name on it (just like in a real cafe!), skip the douchey (implied) barista, and just add hot water to your “brew” (sorry for all the air quotes–but, necessary).

Staying as classy as instant coffee could ever be, it closes by insulting man buns everywhere which seems kind of insensitive considering recent revelations on reddit.

See also

• Tim Hortons tricked a Toronto neighbourhood into drinking its lattes all month
• This Toronto barista makes the coolest latte art (VIDEO)