Blank Street Coffee: The Brew That’s Breaking the Internet (and Gen Z)
Let’s talk coffee. Not just any coffee, but Blank Street Coffee—the brand brewing something much bigger than your morning latte.
If you’ve walked down a bustling London street recently, chances are you’ve spotted one of their sleek, mint-green carts or storefronts. But this isn’t just another coffee shop trying to capitalise on caffeine cravings.
Nope, Blank Street is playing a whole different game, and they're winning it by a landslide, especially with Gen Z.
What’s in the Cup?
So, what’s their secret sauce? It’s not just the coffee, though that’s pretty solid too. Blank Street’s meteoric rise comes from their razor-sharp approach to brand and marketing, wrapped up in a package that screams (or rather, politely but confidently states), “We get you.”
The story of Blank Street began in 2020 when founders Vinay Menda and Issam Freiha brought their vision across the Atlantic to London. Despite launching during the pandemic, they quickly adapted to the changing landscape, setting up shop and connecting with a community eager for something new and different. Their timing was impeccable, and their approach was even better.
Here’s the scoop: Gen Z doesn’t just want a product; they want an experience, a vibe, and something that feels authentically theirs. Blank Street understood this from the get-go. Their brand is a connected framework of sleek design, strategic partnerships, and an omnipresent digital voice that hits all the right notes.
The Aesthetic: Minimal, Modern, Memorable
Let’s start with the aesthetics. Gen Z has an eye for detail, and Blank Street delivers on that front with a minimalist design that feels fresh and timeless. The mint-green branding? It’s not just a colour—it’s a mood. It’s Instagram-ready, TikTok-friendly, and absolutely unmistakable. This isn’t a brand that shouts; it speaks softly but with the kind of confidence that draws you in.
Social Media: A Masterclass in Community Building
Now, where Blank Street really flexes its muscles is on social media. They’re not just posting pretty pictures of coffee cups (though they do that exceptionally well). They’re creating a community. From clever memes to customer spotlights, every post is carefully curated to resonate with their audience. It’s not about selling coffee; it’s about creating a lifestyle that people want to be a part of.
Their strategy? Engage, don’t just broadcast. They respond to comments, repost user-generated content, and create moments that make you want to grab a friend, head to the nearest Blank Street, and get in on the fun. Their social media presence is like that friend who always knows the cool spots in town—and makes you feel cooler just by association.
Blurring the Lines Between Digital and Physical
But here’s where Blank Street truly sets itself apart: its integrated marketing strategy seamlessly engages its audience online and offline. They’ve mastered the art of creating a consistent brand experience no matter where you encounter them—whether it’s on your Instagram feed or at a pop-up event in the heart of the city.
Take, for example, their recent padel pop-up at Battersea, London. In a stroke of marketing genius, Blank Street teamed up with a local padel club to host an event that blended sports, socialising, and, of course, coffee. They didn’t just show up with coffee carts; they created an experience. Attendees could play padel, grab a matcha latte, and even engage with the brand on social media in real-time, using custom hashtags and geotags to share the moment.
This event wasn’t just a one-off; it was a carefully crafted part of Blank Street’s strategy to embed itself in the fabric of the local community while amplifying its reach through digital channels. By hosting an inherently social media-friendly physical event, they ensured that the buzz didn’t stop when the last padel match ended. Photos, videos, and stories from the event flooded social media, creating a ripple effect that extended far beyond the Battersea courts.
Blank Street x Battersea Power Station x Padel Club
This summer, Blank Street Coffee also pedalled their way into Clapham with a pop-up activation that hit all the right notes—London’s first 'Cycle-Thru' Matcha Bar. Designed for cyclists, skaters, and pedestrians on the go, this activation handed out free iced matchas without requiring anyone to dismount or slow down. They even partnered with Forest to give out free 30-minute bike rentals, making it a breeze to join in the fun.
Over a single weekend, the pop-up served more than 4,000 iced matchas, gave away 1,200 cup holders, and sparked a buzz on TikTok and Instagram with 200+ user-generated posts. The success highlights Blank Street’s knack for connecting with lifestyle trends—cycling culture, a summer obsession with matcha, and the irresistible draw of free stuff. It’s a perfect example of how experiential marketing, when executed with insight and flair, can be both meaningful and memorable.
Claudia Winter, Marketing Director at Blank Street, said:
“This summer, we have been celebrating the rituals that mean the most to our customers with our campaign Can’t Resist the Day. We always base our campaigns on the trends that we already see our customers hopping on to, so knowing that Summer sees a surge in cyclists taking to the streets, and that our matcha drinks are still incredibly fast growing , we wanted to create a 360 experience to bring the campaign to life – and the Blank Street Cycle-Thru Matcha Bar was born.
Blank Street is more than just a quick grab and go, so the Cycle-Thru was a chance for us to connect with our customers outside of our usual brick & mortar stores, and we loved hosting the thousands of matcha and cycle fans who joined us across the weekend.”
Pricing Strategy: Quality Meets Affordability
Blank Street isn’t just winning hearts with its brand and marketing—they’re also playing a smart game with pricing. While many of its competitors lean into premium pricing, Blank Street has positioned itself as an affordable yet high-quality alternative. Their pricing strategy is simple but effective: offer top-notch coffee at prices that don’t make your wallet wince. This approach particularly appeals to Gen Z, a generation that values quality but is also conscious of cost. Blank Street has made it easy for customers to choose them over more expensive options without sacrificing quality by keeping their prices competitive.
Scaling Smart: The Power of Partnerships
Blank Street is also scaling in a way that feels organic. They’ve partnered with local brands and influencers to tap into existing communities, making every new location feel like a natural extension of the neighbourhood. It’s not just about opening more shops; it’s about embedding themselves into the local culture, one pop-up, one coffee cart, one storefront at a time.
Tech-Savvy: Convenience Meets Connection
But they didn’t stop at just looking good and being popular on social. Blank Street has leaned into tech to make their coffee not just delicious, but accessible. Their mobile app? Slick, user-friendly, and loaded with features that make ordering a breeze. In a world where convenience is king, they’re making sure that grabbing your favourite brew is as effortless as scrolling through your feed.
The Gen Z Factor: Why They’re Crushing It
Here’s the kicker: Gen Z is all about values, authenticity, and experiences. Blank Street ticks all those boxes. They’re not a faceless corporation; they’re a brand with a personality, a mission, and a deep understanding of what their audience craves.
They’re sustainable, cool without trying too hard, and everywhere you want them to be. And that’s why they’re growing so fast—it’s not just about the coffee; it’s about creating a brand that feels like it’s part of your world.
The Lyra Studios Takeaway
At Lyra Studios, we know that brand experience isn’t just about what you sell but how you make people feel. Blank Street Coffee is nailing this by building a brand that resonates deeply with its audience. They’re not just serving coffee; they’re serving up a sense of belonging, and that’s what’s brewing their success.
If you’re looking to create a brand experience that’s as fresh and flavourful as Blank Street’s coffee, let’s talk.
