Research & More Wisdom

Customers Were Not Prepared For What Their Coffee Shop Refused To Do

The morning coffee. The afternoon coffee. Any coffee. The getting of the day’s cup(s) of coffee is basically a sanctified and inviolable ritual. To break its rules would be to upset the very fabric of society, to end order and peace on our city’s streets. Right?

This social experiment aims to snap us out of our automatic apartment-yoga-coffee-office routine. (Or, y’know, whatever your routine is. My day certainly doesn’t start with yoga. What am I, a flexible rooster?)
A coffee shop asks its customers whether they want their beverage “for here or to go,” and when someone says they’d like it “to go,” the guy behind the counter asks for their to-go cup.

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