When you live in a city where there are millions of businesses competing for the same customers, sometimes you need to get creative.
This Bermondsey Street cafe wittily called themselves F***offee and proudly emblazoned their barista lols on the front of their coffee shop.
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Their landlord didn’t see the funny side though and got his lawyers to send an angry letter to remove the sign.
No humour please, we're British. pic.twitter.com/P1U9VhAEho
— Fuckoffee (@FUCK0FFEE) October 21, 2015
The letter read: "We are instructed that you have either erected or allowed your sub-tenant to erect an offensive sign on the exterior of the buliding... without the permission or authority from our client to do so and this constitutes a trespass."
Some agreed with the action.
@SkintLondon It doesn't offend me, but I think it's fair not to have swear words in public where kids can read them.
— Dan Beames (@danbeames) October 22, 2015
Some disagreed.
@LDN@fuck0ffee great name.just remove the last two E's.That'll teach em
— michael (@MichaelDee29) October 22, 2015
And some worried for the future.
After @fuck0ffee is ordered to take down its shop sign because it has a swear word in, fears grow for the Scunthorpe Tourist Board
— Mark O'Meara (@mark_omeara89) October 22, 2015
Here’s hoping the social media frenzy over it helps them sell more coffee, as they have to pay the cost of the legal proceedings that have already happened so far.