we hate plain coffee too 

Plain coffee is brown, bitter water, that kinda tastes burnt and makes your face pucker even at its very best. And yet, people say they just LOVE coffee. But do they love it without all the good stuff?

We teamed up with Jackass prankmaster Jeff Tremaine and created a fake coffee shop that only served one thing: PLAIN, BLACK COFFEE. To our delight, people hated it. 

behind the scenes of the world's most disappointing cafe

We built an entire coffee shop and introduced it as "simply coffee." The set was complete with multiple hidden cameras, a control room in the back, and two baristas. We added a few surprises too, like black coffee in the creamer carafes and coffee beans in the sugar packets. 

© Kelly McGuckin 2026